Born in Shanghai, the childrenswear brand uses illustration as its starting point, transforming hand-drawn stories, playful characters and childhood emotions into expressive pieces designed to move freely through every moment of the day.
From Drawings to Garments
Some childrenswear collections begin with a trend. Poco Blush begins with a drawing.
Founded in Shanghai in 2019, the brand builds each creation around a character, an unexpected colour combination or a small visual game.
Even its name comes from an intimate family moment: a little girl noticing a faint blush on her mother’s face, transforming an everyday gesture into the starting point for a language shaped by tenderness, original illustrations and unexpected details.
At the creative helm is founder Zheng Liu, who captures the brand’s philosophy through the idea of transforming the most tender moments of growing up into gifts to be worn.
Drawing is therefore never reduced to a simple decoration, but becomes part of the very construction of the garments through prints, embroidery, three-dimensional appliqués, graphic collars and colour contrasts.
Stories such as Big Bow and Magic Cape fully express this approach, reinterpreting bows, capes and fairytale-inspired elements through contemporary, easy-to-wear silhouettes.
Lucky Cherry: sweetness to wear
Within the Cherry & Cream story, the Lucky Cherry world brings to the collection an imagery shaped by cherries, illustrated desserts and tones that alternate between pink, red and creamy shades.
The hand-drawn graphics meet soft volumes, tulle, embroidery and small coordinated accessories, transforming the cherry theme into a narrative element that runs through the entire look.
In the shoot created by CoccoleBimbi, this universe takes shape through a pink tulle skirt embellished with cherries and a graphic top inspired by the world of pastry. The contrast with the blue beret and the pale blue backdrop makes the look feel even more theatrical, without taking away from its spontaneity. It is precisely in this balance that Poco Blush reveals itself: an outfit composed like a small illustrated scene, yet designed to be brought to life through play and movement.
Fashion that makes room for play
Poco Blush collections are not conceived as miniature versions of adult fashion. The starting point is the way in which children truly experience clothes: by running, exploring and constantly shifting their perspective. Creativity therefore coexists with comfortable shapes, effortless layering and garments designed to move freely with the body. An oversized bow, a reversible surface or a hand-drawn character can become the focal point of the look, while still leaving the child the freedom to complete the story.
It is this identity that Poco Blush brought to Italy for Pitti Bimbo 103, presenting its Spring/Summer 2026 collection to European buyers and media: not an adaptation to the conventions of the Western market, but an encounter with an audience able to understand how product, illustration and storytelling are all part of the same creative vision.