As Picture Book Fashion prepares to return to Pitti Bimbo in Florence on 21-22 January, senior marketing executive Emelye Macari shares an overview of the company’s collections and updates.
Laura Turner: What are you most looking forward to about Pitti Bimbo?
Emelye Macari: We are so excited to be back at Pitti Bimbo this season. We love exhibiting; the atmosphere is always really positive. To have the opportunity to meet stockists, network with others in the industry, and showcase the amazing pieces we’ve got launching for a/w 26 is really exciting for us. It’s also a great chance to catch up with our Italian agents and an excellent opportunity for us to expand our European reach.
LT: How important is it for you to connect with international buyers at Pitti Bimbo?
EM: We have a growing number of international stockists, and we’ve seen this dramatically increase thanks to our agents in Portugal and Italy. We’re always interested in connecting with new buyers, particularly internationally, and Pitti Bimbo is a great opportunity to do that.
LT: Will you be showcasing any new launches?
EM: This season, we’ll be showcasing our a/w 26 A*Dee collection and our younger girls’ brand, Little A. We’ll also have a selection of pieces from our athleisure brand Bonini, which has been a huge success in the UK, so it’s exciting to be able to show it to an international audience again.
Bonini just seems to be getting better and better each season. We’ve worked really hard on getting the fabrics right, so each piece is comfortable, well-fitting and practical. We’ve also gone all out with our imagery and content, with some amazing locations and models, giving buyers the chance to really see what the pieces look like in action.
LT: What can we expect from your girlswear brands this season?
EM: We know what our customers love from A*Dee, especially in the winter, and that’s our jackets. They’re particularly beautiful this season, with standout prints and quality fabrics that customers have come to expect from our brands, so we’re always excited to show off those. We’ve worked really hard on creating collections that are recognisable as A*Dee, and creating something unique that customers get excited to see released season after season. A/w 26 is another standout season for the brand.
LT: And for boyswear?
EM: At the moment, we like to focus just on A*Dee for Pitti Bimbo. However, with us being a family business, buyers can speak to the team about mitch&son, Bonini or Little A, and we’ll have plenty of information and standout imagery available. For the UK, we’ll be showing mitch&son at INDX National Kidswear Show in February, which we’re really excited about.
LT: Are there any other updates for Picture Book Fashion?
EM: We always have more exciting things in the pipeline, and the team are always hard at work keeping ahead of the trends and making sure our brands are everything our customers love to have in their stores. January is an exciting month for us, as it sees the launch of our new season s/s 26 collections. Our imagery and socials have really stepped up again to give customers and stockists some amazing sneak peeks and content of what’s to come.
LT: How can UK and international buyers get in touch with wholesale enquiries?
EM: Buyers can contact us via our website and complete the contact form, or they can email our team directly using hello@picturebookfashion.com. We’re always keen to hear from buyers, both in the UK and internationally.
For UK buyers, we’re excited to be back at INDX National Kidswear Show in February, so we’re looking forward to the opportunity to catch up with existing and new stockists there. We’re really keen to support trade shows, as they’re such an important part of the industry.