PITTI LEMON transforms and colors the Fortezza in yellow:

a big street art work will welcome buyers and the press into an atmosphere filled with new offerings.

This edition of the fair increasingly reflects the evolving characteristics, innovations, and emerging needs of the kidswear market.

Pitti Lemon!

PITTI LEMON is the theme characterizing the summer fairs of Pitti Immagine and the new advertising campaign of Pitti Bimbo, coordinated by creative director Angelo Figus and interpreted by illustrator Alessandra De Cristofaro.

It represents a connection between reality and the dream world, with the lemon depicted as a plucky, pot-bellied yellow submarine whose porthole allows viewers to observe and discover all the novelties of Pitti Bimbo.

 

“Playful and fun, the lemon strikes a balance between a tennis ball and a rugby ball. It’s simple yet consists of many segments, and it’s both sweet and sour, providing a burst of energy.

Essentially, it is a symbol with an iconic impact on meaning and the senses that allows us to explore an imaginary narrative, describing the many facets of the event by drawing and coloring worlds and references with total expressive freedom,”

comments Agostino Poletto, general director of Pitti Immagine.

 

This edition will immerse us in a fantastic reality. The wall of the Lyceum, always a symbolic entrance to the fairs and a great Instagrammable spot, will be interpreted by Alessio Bolognesi, known as Bolo, one of the most exciting street artists.

Passionate about graphics, illustration, and comics but connected to contemporary themes, he will interpret Pitti Lemon through a graffiti-inspired lens.

It’s like a magical gateway beyond which a super amusement park will be revealed, transformed for the occasion into Lemon Park, dotted with themed pop-ups scattered throughout the Fortezza to enjoy and listen to the collections.

It’s as if a ray of summer sun had touched all the environments, making them bright and irresistibly cheerful.

 

What’s new at the fair

In June, Pitti Bimbo will not only showcase the Spring/Summer 2025 collections but will also present a wide selection of lifestyle proposals targeted at the world of children.

Will host the 100% Bambino and The Kid’s Lab! sections. alongside The Nest, a project that supports up and coming brands entering the market.

Together with the fashion and lifestyle world, PittiPets, a new entry introduced last January that was met with great success, is confirmed for a return.

The latest edition of Pitti Bimbo also acts as a platform offering brands, buyers, and industry communicators essential tools to navigate the ongoing transformations within the industry.

Networking, tailored training, strategies, and updates are central to the agenda of events and workshops designed for exhibitors, buyers, and the press.

All this will take place at the Networking Lounge, a venue not only for business but also for multi-level discussions, featuring events like the speed dating “Lemon Connect – Time to Meet” and workshops with Shop Survivor and Istituto Marangoni.

Special attention will be paid to social media communications, managed through a rebranding by French designer and branding specialist Sarah Livescault, aimed at helping companies and buyers gain greater visibility.

Additionally, through a carefully orchestrated incoming program, Pitti Immagine has focused on attracting a select group of visitors—journalists, bloggers, influencers, and fashion & lifestyle buyers—to ensure a quality, engaged audience.

 

“Starting as a classic tradeshow, today our event is more complex and structured. It’s not only about product but also service.

This evolution by June will fulfill our objective of turning the event at the Fortezza into a moment of professional growth and business. It’s clear that the entire kidswear system is moving in new directions.

And we need to seize every opportunity. One of these, we realized, is the growing importance of lifestyle in the children’s world, always in synergy with clothing, yet powerful enough to influence the choices of major shops and department stores.”

 

 

Don’t miss this fabulous show, stay tuned

 

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