Gucci, Fendi present first children's collection in Florence

Gucci and Fendi, two of Italy's largest fashion brands are launching their first full children's collections, entering a sector that has weathered the global downturn better than others.

Gucci, owned by French luxury conglomerate Pinault-Printemps-Redoute, will present its Gucci Kids line at its historical Firenze boutique as the Pitti Bimbo international childrenswear fair, running from June 24 to 26, kicked off on Thursday in the Tuscan city.

The line, aimed at children from newborn to age eight includes shoes, dresses, accessories and sunglasses created by Gucci star designer Frida Giannini.

Historical family fashion house Fendi, owned by French luxury group LVMH, had already presented an incomplete line for babies and is now fielding a collection designed by Fendi heiress Silvia Venturina Fendi at Pitti.

The collection is a partnership with Italian company Simonetta, which has already worked in the past with designer Roberto Cavalli on children lines.

As the economic downturn bit hard into luxury apparel and fashion spending throughout 2009, childrenswear was not spared, but it weathered the crisis better than others and perspectives for growth seem to be pointing up.

In a downturn, "adults are likely to give up spending on clothes for themselves before they give up buying for children," Michelle Strutton, a senior analyst at research firm Mintel told AFP.

"The market in general has been focused on price, and the designer element is very niche but I would expect growth to be better in this sector than in the overall market," Strutton said.

Turnover for Italian companies in the sector remained stable in 2008, but dropped by 5.5 percent in 2009, according to Sistema Moda Italia, the federation of Italian fashion and apparel companies.

But Pitti Immagine, the organiser of the shows, said it was expecting 10,000 buyers from Italy, US, Brazil, Ukraine and Turkey and Hong Kong to come see the collections at the fair, compared to less than 7,000 last year.

Kidswear markets abroad are also looking up, forecasts say.

Mintel expects the 44-billion dollar (35-billion euro) US childrenswear market to grow about eight percent and the UK market by three percent at current prices by 2014.

Sales in the UK for ages zero to two "has largely prospered, assisted by growing infant numbers, greater affluence and the purchase of many items as gifts," Mintel said in a report.

As shows began on Thursday, several traditional childrenswear houses like Italy's Sarabanda or Miss Grant proposed apparel in certified biological cotton, while others opted for wooden buttons and linings and country themes.

Just like top designers embraced eco-chic at the men's shows in Milan this week, laying grass on walkways and wrapping models in eco-friendly fabrics and plant and animal motifs, the children's collections seem oriented towards green themes.

Other children collections to be presented at Pitti Bimbo inclued Calvin Klein, Elsy and Patrizia Pepe.

News
scienceExcitement from alien hunters at 'evidence' of extraterrestrial life
Life and Style
Customers can get their caffeine fix on the move
food + drink
News
newsRyan Crighton goes in search of the capo dei capi
Extras
indybest

PROMOTED VIDEO
Life and Style
ebooksA superb mix of recipes serving up the freshest of local produce in a delicious range of styles
Life and Style
ebooksFrom the lifespan of a slug to the distance to the Sun: answers to 500 questions from readers
Arts and Entertainment
Actors front row from left, Jared Leto, Jennifer Lawrence, Meryl Streep, Ellen DeGeneres, Bradley Cooper, Peter Nyongío Jr., and, second row, from left, Channing Tatum, Julia Roberts, Kevin Spacey, Brad Pitt, Lupita Nyongío and Angelina Jolie as they pose for a
film
Sport
sport
Life and Style
techCould new invention save millions in healthcare bills?
Sport
David Moyes gets soaked
sport Moyes becomes latest manager to take part in the ALS challenge
Voices
A meteor streaks across the sky during the Perseid Meteor Shower at a wind farm near Bogdanci, south of Skopje, Macedonia, in the early hours of 13 August
voicesHagel and Dempsey were pure Hollywood. They only needed Tom Cruise, says Robert Fisk
News
peopleEnglishman managed quintessential Hollywood restaurant Chasen's
Life and Style
food + drinkHarrods launches gourmet food qualification for staff
Arts and Entertainment
Michael Flatley prepares to bid farewell to the West End stage
danceMichael Flatley hits West End for last time alongside Team GB World champion Alice Upcott
Life and Style
Horst P Horst mid-fashion shoot in New York, 1949
fashionFar-reaching retrospective to celebrate Horst P Horst's six decades of creativity
News
Members and supporters of the lesbian, gay, bisexual, transgender (LGBT) community walk with a rainbow flag during a rally in July
i100
Life and Style
Black Ivory Coffee is made using beans plucked from elephants' waste after ingested by the animals
food + drinkFirm says it has created the "rarest" coffee in the world
Life and Style
news

As Voltaire once said, “Ice cream is exquisite. What a pity it isn’t illegal”

Life and Style
food + drinkThese simple recipes will have you refreshed within minutes
Latest stories from i100
Have you tried new the Independent Digital Edition apps?
Independent Dating
and  

By clicking 'Search' you
are agreeing to our
Terms of Use.

ES Rentals

    iJobs Job Widget
    iJobs Fashion

    C#.NET VB6 Developer (Software Developer, Software Engineer)

    Negotiable: Harrington Starr: C#.NET VB6 Developer (Software Developer, Softwa...

    Service Desk Analyst- Desktop Support, Helpdesk, ITIL

    £20000 - £27000 per annum: Harrington Starr: Service Desk Analyst- (Desktop Su...

    Service Desk Analyst - (Active Directory, Support, London)

    £25000 - £35000 per annum: Harrington Starr: Service Desk Analyst - (Active Di...

    Junior Quant Analyst - C++, Boost, Data Mining

    £30000 - £50000 per annum: Harrington Starr: Junior Quant Analyst - C++, Boost...

    Day In a Page

    All this talk of an ‘apocalyptic’ threat is simply childish

    Robert Fisk: All this talk of an ‘apocalyptic’ threat is simply childish

    Chuck Hagel and Martin Dempsey were pure Hollywood. They only needed Tom Cruise
    Mafia Dons: is the Camorra in control of the Granite City?

    Mafia Dons: is the Camorra in control of the Granite City?

    So claims an EU report which points to the Italian Mob’s alleged grip on everything from public works to property
    Emmys look set to overhaul the Oscars as Hollywood’s prize draw

    Emmys look set to overhaul the Oscars as Hollywood’s prize draw

    Once the poor relation, the awards show now has the top stars and boasts the best drama
    What happens to African migrants once they land in Italy during the summer?

    What happens to migrants once they land in Italy?

    Memphis Barker follows their trail through southern Europe
    French connection: After 1,300 years, there’s a bridge to Mont Saint-Michel

    French connection: After 1,300 years, there’s a bridge to Mont Saint-Michel

    The ugly causeway is being dismantled, an elegant connection erected in its place. So everyone’s happy, right?
    Frank Mugisha: Uganda's most outspoken gay rights activist on changing people's attitudes, coming out, and the threat of being attacked

    Frank Mugisha: 'Coming out was a gradual process '

    Uganda's most outspoken gay rights activist on changing people's attitudes, coming out, and the threat of being attacked
    Radio 1 to hire 'YouTube-famous' vloggers to broadcast online

    Radio 1’s new top ten

    The ‘vloggers’ signed up to find twentysomething audience
    David Abraham: Big ideas for the small screen

    David Abraham: Big ideas for the small screen

    A blistering attack on US influence on British television has lifted the savvy head of Channel 4 out of the shadows
    Florence Knight's perfect picnic: Make the most of summer's last Bank Holiday weekend

    Florence Knight's perfect picnic

    Polpetto's head chef shares her favourite recipes from Iced Earl Grey tea to baked peaches, mascarpone & brown sugar meringues...
    Horst P Horst: The fashion photography genius who inspired Madonna comes to the V&A

    Horst P Horst comes to the V&A

    The London's museum has delved into its archives to stage a far-reaching retrospective celebrating the photographer's six decades of creativity
    Mark Hix recipes: Try our chef's summery soups for a real seasonal refresher

    Mark Hix's summery soups

    Soup isn’t just about comforting broths and steaming hot bowls...
    Tim Sherwood column: 'It started as a three-horse race but turned into the Grand National'

    Tim Sherwood column

    I would have taken the Crystal Palace job if I’d been offered it soon after my interview... but the whole process dragged on so I had to pull out
    Eden Hazard: Young, gifted... not yet perfect

    Eden Hazard: Young, gifted... not yet perfect

    Eden Hazard admits he is still below the level of Ronaldo and Messi but, after a breakthrough season, is ready to thrill Chelsea’s fans
    Tim Howard: I’m an old dog. I don’t get too excited

    Tim Howard: I’m an old dog. I don’t get too excited

    The Everton and US goalkeeper was such a star at the World Cup that the President phoned to congratulate him... not that he knows what the fuss is all about
    Match of the Day at 50: Show reminds us that even the most revered BBC institution may have a finite lifespan – thanks to the opposition

    Tom Peck on Match of the Day at 50

    The show reminds us that even the most revered BBC institution may have a finite lifespan – thanks to the opposition