Pitti Bimbo 101 will take place in Florence on June 25 and 26, 2025, at the exhibition spaces of the Fortezza da Basso, which will be transformed into a promenade, a stroll among kids’ and junior fashion brands presenting their Spring/Summer 2026 collections.
The careful selection of brands (165 featured at Fortezza,
about 65% of which come from abroad, alongside the best of Made in Italy), will bring to the stands the most innovative and compelling offerings from the international kidswear scene: labels and collections with stories to tell, companies with a clear vision for a sustainable future, and highly creative designers able to sense and anticipate new styles and desires.
Pitti Bimbo provides a complete wardrobe tailored to specific needs and age groups, for an audience of attentive and curious visitors eager to explore kidswear from a fresh and forward-thinking perspective, blending creativity, fashion, art, play, and business.

“Pitti Bimbo is much more than a trade show. It is an observatory on the kidswear and children's lifestyle industry, on the world of education, and on the new frontiers of communication. It’s a hub for networking where people come to appreciate the extraordinary world of childhood in all its facets,” said Agostino Poletto, general manager of Pitti Immagine.

The event is supported by the Ministry of Foreign Affairs and International Cooperation and ICE - the Italian Trade Agency for the promotion and internationalization of Italian companies. “Thanks to this collaboration,” commented Poletto, “we are able to continue investing valuable resources in bringing to Florence the most influential fashion and lifestyle buyers, while also extending invitations to buyers from emerging markets. These include both potential new clients of high-quality Made in Italy products and those who are already becoming key players for our national exhibitors. For this initiative, we are working closely with ICE staff around the world, consistently finding professionalism and deep knowledge of local distribution and consumption contexts, essential elements for serious and effective planning.”

For Pitti Bimbo 101, the theme of Pitti Immagine’s summer fairs, Pitti Bikes, takes on a special twist and becomes Super Bike. "Independence, freedom, balance, riding a bike is a pivotal moment for every child, without exception," read the statement.

The spaces of the Fortezza, redesigned and reorganized by designer Ilaria Marelli, an architect specializing in interiors, installations, and objects, transform Pitti Bimbo into a vibrant, child-friendly city: functional, colorful, and full of life. The route unfolds along a circular promenade lined with brand spaces. Along the way, visitors can pause in four Trend Squares, trend-focused squares each featuring editorial installations to support their research. And along the promenade, you’ll bump into different sections where leading brands and emerging labels come together to shape the world of Pitti Bimbo: 100% Bambino highlights the latest trends, timeless styles, and looks for every occasion; The Kid’s Lab, a vibrant section that focuses on innovative brands, accessories, and designs; and The Nest, a special project showcasing small, promising brands that deserve to be discovered and supported.

Among the companies participating in this edition, including new names, debuts, and returns to the show, are international kidswear brands such as Anja Schwerbrock, Ermanno Scervino Junior, Kombinizona Kids, L'orsobruno, La Scimmia Da Bagno, Patachou, People Of Shibuya, Roy Rogers, Serendipity Organics, Sofie Amoura, Teva, Sticky Lemon, Story Loris, Teva, Töastie, and Young Soles.

Special events include the communication project and partnership between Pitti Bimbo and the brand Monnalisa, where young ambassadors will have the chance to choose, wear, and mix different looks; they will take part in experiences, explore a city tailored to them, and even meet the creative director of Monnalisa. Barbie: Benefits of Doll Play, a special talk revealing the social-emotional benefits of doll play for all children, is scheduled for Wednesday, June 25 at 2.00 pm (Lounge & Events Area). Playing with dolls activates empathy and social collaboration in children, a fact demonstrated by a study conducted by neuroscientists at Cardiff University. At Pitti Bimbo, Barbie presents for the first time in Italy the results of this multi-year study, in conversation with educational expert Annalisa Falcone and speech therapist Deborah Auteri.

Pitti Bimbo 101
June 25 - 26, 2025
Fortezza da Basso - Firenze