Simonetta’s Let the journey begin

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Simonetta opened its 82nd edition of Pitti Immagine Bimbo in a completely new way.

Let the journey begin” is a film produced by Pitti Immagine for iconic Italian fashion house Simonetta to celebrate a special birthday: 40 years at the most important International event for childrenswear, an attendance record that dates back to the first edition and has never seen an interruption. The film highlights how Simonetta has succeeded in becoming a key player in the kidswear industry globally.

Founded in the Fifties, Simonetta fashion house is today an important Limited Company, focused on international markets while remaining loyal to a family-run industrial model that is decidedly Italian. Over time, the Simonetta brand has seen the addition of important licences, with the Roberto Cavalli Junior and Fay Junior lines, and a strategic agreement with the LVMH group for the FENDI KIDS collection.

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In the film, produced by Aria to a script by Pitti Immagine, Simonetta becomes a character: she comes alive and takes a little girl by the hand into a reality made up of tangibility but also magic. They are enchanted, curious eyes, with a desire to know, discover, travel and fly through each and every theme in the collections, all sharing just one expedient – sensitivity.

Smiling is the main ingredient of every funny recipe and ‪#SimonettaJourney‬ of course!

Pitti Immagine Bimbo fair presents fashion collections from 0-14 years. The event is among the most long-lived of Pitti Immagine (a collection of fashion industry events in Italy including Pitti Immagine Uomo, Pitti Immagine Filati, Taste, Moda Prima, Bimbo, Fragranze, and Super: women’s fashion collections.), with more than 70 editions. Pitti Bimbo fair takes place in Florence, at the Fortezza da Basso twice a year.

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