In the world of fashion, all eyes are currently focused on Florence. Following the successful men's fashion fair Pitti Uomo, attention has now turned to the childrenswear scene. The 98th edition of Pitti Immagine Bimbo, a renowned event that showcases clothing, accessories, and lifestyle products for little ones, took place from January 17th to 19th, transforming the Fortezza da Basso event site into a children's paradise. During this event, new and promising brands made their mark, including Tetoi Vienna, an Austrian start-up that is breathing new life into the country's fashion scene.
Tetoi Vienna was founded in November 2022 and has received an overwhelmingly positive response in just one year since its launch. The brand presented its first summer collection for babies and toddlers at the event. Tetoi Vienna is motivated by the desire to offer high-quality clothing that doesn't become unusable after a short period of use. The brand emphasizes transparency in material selection and production processes. Their classic and timeless designs pay homage to Vienna's rich fashion heritage.
The brand's founder, Retta Tussey, is an American interior designer with over 20 years of experience in the creative field, including working for the renowned US fashion brand Tommy Hilfiger. Tussey has taken on the challenge of designing garments with pattern constructions that can adapt to a child's changing body, ensuring they last longer for the wearer. The aim is to make the transition from childhood to adolescence easier for young customers by offering designs that strike a balance between childlike and adult aesthetics. The inspiration for shapes, colors, and details comes from Tussey's personal wardrobe, which includes cherished vintage pieces passed down through generations. The style of Tetoi Vienna ranges from sporty functionality to nostalgic elegance, with high-necked, straight-cut dresses and bright patterns reminiscent of the 60s. The brand consciously positions itself in the higher price segment, encouraging customers to view their pieces as investments that can be passed on rather than discarded. Production takes place in Chinese factories, with an emphasis on one factory run by women, while the inventory and technical design teams operate out of New York.
Another notable brand featured at Pitti Immagine Bimbo is Retta Jane, a label started by creative power couple Nora and Hannes Hänska. The Berlin-based bag brand was launched in 2014 after the couple studied art and design. The brand's focus on minimalist accessories reflects Nina Hänska's preference, and Hannes Hänska meticulously perfects the prototypes for series production. To ensure an efficient working atmosphere, design, detailing, and small series are implemented directly in their Berlin studio, which served as the former premises of the German architectural firm Hänska. While the school bags have been produced in a family business in Porto, Portugal since 2021, the remaining collections are handmade in Berlin. Retta Jane offers a range of functional and stylish bags, including backpacks, pencil cases, gym bags, shoulder bags, and carrier bags. The brand is transparent about the production and origin of materials, highlighting that the cotton used comes from Germany, the 'Seaqual' yarn made from marine waste comes from Portugal, the magnetic fasteners are sourced from China, and the vegan apple leather comes from Italy. Each item's place of production is also mentioned on the brand's online shop.
The Danish fashion label Hanevild (which translates to Wildhahn in German) infuses the charm of simple Scandinavian design with the cozy hygge lifestyle. Founded in 2023 by Ninna Pedersen, the company places great emphasis on comfortable and nostalgic knitwear that exudes a handmade, grandma-sewn feel. Sweaters featuring the brand's embroidered rooster motif, vests, dresses, and two-piece sets form the core of Hanevild's collection, aiming to leave a 'light, environmentally friendly impression.' The brand utilizes wool and cotton for their yarns and fabrics, ensuring excellent wearing comfort with a soft finish. Hanevild's garments are manufactured in India, and the embroidery and details are applied by hand in Denmark. Pedersen, who also works as a freelance photographer, captures the brand's campaign images herself, showcasing her multi-faceted talents. The next Hanevild collection will be available from February.
Parenting presents unique challenges, and one aspect that many parents grapple with is how rapidly their child's body grows in infancy. German brand Kalumi found an innovative solution to this predicament. Co-founder Katharina Costa based her master's thesis during her fashion studies on developing a body that can grow with the child. After receiving the 'Exist' start-up grant in 2022, a funding program from the German Federal Ministry for Economic Affairs and Climate Protection, Costa, along with co-founder Liesa Eschemann, quickly founded Kalumi GmbH and gained significant attention. The brand uses a compact spinning process to produce a merino wool-silk blend in German-speaking countries, which is then transformed into bodysuits, leggings, and turtleneck sweaters that can accommodate a growing child. Kalumi's product range covers six clothing sizes, providing a resource-efficient and long-lasting option for babies' wardrobes. The color palette includes vibrant shades like apple green, lemon yellow, powder pink, and anthracite, setting the brand apart from conventional options. Kalumi also embraces authenticity by leaving campaign photos unedited, showcasing young life as it is, complete with drool stains and small imperfections.
Pitti Immagine Bimbo showcased these innovative brands and many more, highlighting the creativity and dedication of designers in the children's fashion industry. These brands offer parents and children alike unique and sustainable options that prioritize quality, design, and longevity. With their distinct styles and thoughtful approaches to production, Tetoi Vienna, Retta Jane, Hanevild, and Kalumi are paving the way for a new era of childrenswear.
