Associação Selectiva Moda
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Children's fashion hops back to Florence

Portuguese children’s fashion is once again represented in full force and creativity in Florence, at Pitti Bimbo, one of the sector’s largest trade fair worldwide. Between the 20th and 22nd of June, the From Portugal committee will reassert its role in the international and conquer new clients, not only in Europe, but also from more distant destinations such as the Middle East or Japan.


A growing business delegation will compose the “From Portugal” committee, returning to Florence the next 20th to the 22nd of June, to feature in yet another edition of Pitti Bimbo. The brands with greater international experience will be joined by younger companies, in a clear demonstration of the dynamism felt in the Portuguese children’s fashion.

The débutants B’Lovely and Yay join forces with the habitués Dr. Kid, FS Baby, Knot, Meia Pata, Naturapura, Piccola Speranza and Phi Clothing, in a committee organized by the “From Portugal” project, of the Associação Selectiva Moda. At the fair, each company will be presenting their innovations to thousands of visitors, among them consumers, agents, distributor, designers and journalists from the specialised press.

 “Pitti Bimbo is a fair with a vast international reputation, where we usually are visited by many clients”, anticipates Rita Roxo, Sales Manager of Knot. During the trade fair, the brand will feature a brand new collection of baby and children’s clothing, from 0 to 10 years old, with which they expect to reach new clients, especially from the Middle Eastern and Italian markets.

Meia Pata will also fly to Italy carrying a bag stuffed with good news. “We will inaugurate a collection of regular socks and knee-high socks, as well as a line of bath products and hair accessories”, announces Carla Areal, CEO of the brand. Like Knot, Meia Pata is shooting for the external markets, namely Italy, which “shows a lot of potential and grows from season to season”, but also the United Arab Emirates, Japan and Eastern Europe.

The same destinations are a part of Piccola Speranza’s strategy. “We already have meetings scheduled with big groups with whom we’ve been cooperating: Italians, English, Dutch, Chinese, etc. but we also want to present the brand to the Arab market”, declares Adriana Andrade, Brand & Sales Head Manager. The Trofa-based brand will present its 2020 Spring/Summer collection in Florence. “We have a few novelties such as a small line of bath products and some brand new footwear models”, reveals the delegate of Piccola Speranza.

FS Baby’s stand will not lack in novelties, either. The company from Porto de Mós, specialised in baby’s clothing, will introduce 180 new models, with the highlights being the bet on 100% organic cotton and summer fashion. “We have good expectations since this will be the first fair where we’ll display our new 2020 Spring/Summer collection, and we are always eager to hear the feedback from our customers” explains Rodney Duarte, export sales manager of the brand.

For Yay, one of the newcomers, expectations are also running high. “It will be our debut and we are keen to make ourselves known and soak in all the teachings this fair will bring us”, shares Milena Melo, creative director of the company. Yay will present the Playground Wisdow SS20 in Florence, hoping to unlock the doors for the Italian market. “It would be very desirable to be able to be in multibrand stores in such a strong and quality market as is the Italian,” concludes the brand’s representative.

The presence of the Portuguese companies attending Pitti Bimbo is an initiative promoted by Selectiva Moda and ATP – Associação Têxtil e Vestuário de Portugal, directed towards promoting the internationalization of Portuguese fashion enterprises. The “From Portugal” is co-financed by Portugal 2020, in the scope of Compete 2020 – Operational Programme for Competitiveness and Internationalization, with an eligible support amounting to 12.571.412,64 €, of which 6.932.663,71 € are funded by the European Union, through the European Regional Development Fund.