For the first time, the renowned international event dedicated to the universe of the little ones, included, in its official program, a collective parade of Portuguese brands for children, including Cherry Papaya, Knot, Laranjinha, Patachou, Play Up and Phi Clothing. The initiative, under the aegis of KidsModaPortugal, was the second image promotion action promoted by CENIT - Textile Intelligence Center and by ANIVEC - National Association of Clothing, Apparel and Fashion Industries to promote Portuguese children's fashion and create conditions for the success of national brands in this segment. On Friday, the second day of the event that lasted until Saturday, June 22, Salla della Ronda reached its maximum capacity of 400 people - including retailers, purchasing agents, specialized press, bloggers and influencers - who went to discover the collections of Portuguese brands for next year's hot season. After a special area was created two years ago with a set of national brands, this time the collections have gained a new lease of life. “It was a way for us to show our work across borders. In the stand, we have the static clothes, in the crosspieces. In the fashion show, our creations gained more life», Sandra Barradas, founder of Cherry Papaya , told Portugal Têxtil . Portugal, the USA and China are the brand's main markets and Sandra Barradas believes that, with her presence at the fair and at the show itself, it will be possible to «reach new markets, such as the Italian one». Play Up paraded not only to introduce itself to new markets, but also to gain notoriety with its Italian customers – one of the biggest markets for the Etfor brand. «It's brilliant to be able to put on a show of Portuguese brands at a fair of this size. It is important for our customers, who went to see the show, and even to reach the more specialized media», believes Bruno Correia, general director of Play Up. On the catwalk, the brand showed its new collection, in partnership with the artist Rita Sevilha, «who, through materials she collects from the beaches, creates pieces of jewelry», he said.
Brands in the news
Phi Clothing presented its «most complete collection, maintaining the romantic nature», explained the founder of the brand, Filipa Moreira. “This initiative will give us substantial projection around the world. We are very happy with this commitment by KidsMODAPORTUGAL », she added. Phi Clothing was part of the entourage of brands supported by Associação Selectiva Moda, within the scope of the From Portugal project, which also included B'Lovely, Dr. Kid, FS Baby, Knot, Meia Pata, Naturapura, Piccola Speranza and Yay.
However, the Portuguese presence in the Italian event was not only of parades. At the 89th edition of Pitti Bimbo, 26 national brands were present. Debuting at the event, Yay, a fashion brand for boys aged 0 to 12, began its internationalization process at Pitti Bimbo. «It is the biggest international fair of children's fashion. It was an experience to see how our product is seen abroad and it went very well», guaranteed Milena Melo, creative director at Yay. Maria Bianca, created by Catarina Pereira de Lima, traveled to Italy for the second time. “Our Italian agents invited us to take a risk. It was a fantastic sales day. It is good to feel that the brand is already desired in Italy. We had a lot of Italians visiting us because the agents help bring in these customers. But we were also visited by people from Belgium, the Netherlands and the USA», said the founder of the brand who was present in this edition with the support of the 100% ModaPortugal project, such as Andorine, Baby Gi, Chua, Snug, Vandoma and Wolf & Rita. Assiduous presence at Pitti Bimbo, Wedoble , which has been part of the Italian event for ten years, occupied a different location in this edition. «When we were in the pavilion at the entrance, people had to go there and we noticed a greater turnout, especially in the morning. But this pavilion is better organised, it is more beautiful and wider and, therefore, it is being positive», assured the brand manager, Márcia Pacheco. “Italy is our main market, so it's important that we are here. We also have visits from Northern Europe, Saudi Arabia and the USA”, she added. n turn, Dr Kid has not given up its presence at the Italian event for six years. «We are dedicated to the Italian market, so this fair is essential for us to be with our customers. However, we also receive customers from Eastern Europe, the United Arab Emirates and Panama», explained José Armindo Ferraz, administrator of Inarbel, which owns the brand. In total, in this 89th edition, Pitti Bimbo hosted 592 collections, including from recognized brands such as Emporio Armani, Dolce & Gabbana, Little Marc Jacobs, Boss, Karl Lagerfeld, Miss Blumarine, Petit Bateau, G-Star Raw and Tommy Hilfiger .