The latest edition of Pitti Bimbo, the reference trade fair for kidswear, was a feast for anyone interested in licensing and brand extension.
Our exclusive reportage gives you a taste of some of the licensed and co-branded ranges spotted among the nearly 500 exhibits – more than half coming from Italy.
Standouts included:
1) Kartell – first time at Pitti for the furniture and design icons, showing their new brand extension dedicated to kids;
2) Miffy – Monnalisa, il Gufo, Iceberg, Twin Set, Ermanno Scervino Junior, Mimisol, N°21, Sarabanda and Stupenderia each dedicated a tribute t-shirt design to Dick Bruna’s much-loved character. The effort was coordinated by designer Alessandro Enriquez and CPLG Italy, with a portion of sales proceeds going to Oxfam.
3) Mr. Men and Little Misses celebrated their Italian-label debut, with Silvian Heach using the Sanrio property in a collection for girls, and Tokidoki for boys.
4) Barbie collaborating with MSGM Kids on a capsule collection for young fashionistas. Another good example of the “mini-me” trend, with parents and kids dressed alike.
5) Beyond the venue’s walls, the spotlight was on Ferragamo, showcasing at Hotel Portrait the label’s first full range of luxury shoes for girls and boys.
Click below for the full gallery