CoccoleBimbi guest at the 98th edition of Pitti Immagine Bimbo in Florence to discuss childrenswear fashion and the role of cartoons in kids' fashion.
Cesare Morisco's speech at Pitti Bimbo
CoccoleBimbi took part in the 98th edition of the Pitti Immagine Bimbo annual event which takes place at the Fortezza Da Basso in Florence. During the first day of the fair dedicated to kidswear, the art director and buyer of CoccoleBimbi, Cesare Morisco, was invited to give a speech. Together with him, the creative Alessandro Enriquez and the journalist and PR consultant Giuliana Parabiago discussed childrenswear fashion and the current role of cartoons within the kids' fashion system. A real journey through time where the childhood protagonists of many generations return to make today's children dream too. A particular study was dedicated to the Smurfs.
The Smurfs, fashion icons
The Smurfs, the famous blue characters created by the pencil of Belgian cartoonist Peyo, were born in 1958 when the designer casually coined "schtroumpf", a new term which later became the word used by his characters to potentially indicate any action and translated into English with “to smurf”.
"The Smurfs - commented Cesare Morisco - can be considered a link between the generation of parents and that of children; through the lever of nostalgia, they attract the attention of mothers and fathers and at the same time, thanks to the rebranding of recent years, they manage to make an impact even on the littlest ones".
For over sixty years, the Smurfs have continued to be not only loved by children but have established themselves as true icons in the fashion sector, especially in the kidswear sector. Numerous brands have chosen to include a reference to the Smurfs in their collections, including MC2 Saint Barth and Emporio Armani who launched a special edition dedicated to the Smurfs for the SS24 collection.
The special capsules by MC2 Saint Barth and Emporio Armani
The The Smurfs x MC2 Saint Barth collection consists of a series of t-shirts and swimsuits characterized by bright prints of the most loved characters such as Smurf and Smurfette. The graphics are colorful and cheerful, ideal for capturing children's attention and bringing back memories of their childhood to parents.
The Armani brand has also decided to celebrate the little blue characters by dedicating an entire capsule to them for the SS24 collection made up of a selection of cheerful and colorful garments and accessories, perfect for the summer season. Among the main pieces we find sweatshirts, t-shirts, hats and trousers, all available in bright shades such as light blue and pink. The chosen color palette, described as 'gummy', is sharp and eye-catching, designed to capture attention and add a touch of freshness to the little ones' wardrobe. The collection is enriched with fun prints depicting the Smurfs in marine environments and holidaymakers engaged in summer activities such as swimming, playing on the beach and enjoying the sun, creating an atmosphere that perfectly reflects the spirit of the holidays.
These capsules reflect the growing trend in the fashion industry to integrate elements of pop culture and cartoons into collections, offering a mix of nostalgia and contemporaneity. The Smurfs, with their timeless appeal, represent a perfect example of how iconic characters can be reinterpreted to create fun, modern pieces that speak to all generations.
The capsules starring the Smurfs
Fashion icons