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Two new children’s lines with heritage on wheels will show at Pitti Bimbo.

This story first appeared in the June 18, 2012 issue of WWD.  Subscribe Today.

Brand: Fiat 500 Kids’ Collection

The story: Italian brand Fiat 500 has signed a licensing agreement with manufacturing company Preca Brummel for the production and distribution of its first children’s wear line. Clothes for girls and boys from four to 16 will be sold to high-end retailers and online.

Prices: Jackets 79 euros ($100); jeans, 69 euros ($87); hats, 19 euros ($24); sweatshirts, 59 euros ($74); polos, 45 euros ($57); girls’ T-shirts and polos, from 29 to 39 euros ($36 to $50).


RELATED STORY: Pitti Bimbo: at a Glance >>


The look: In line with its men’s and women’s collections, Fiat 500 offers fashionable yet comfortable pieces, including hoodies, sweatshirts, T-shirts, polos and jackets. Fluorescent colors are predominant, with the 500’s design standing out in its cabrio and regular versions.

Noteworthy: The brand is producing a T-shirt that features a dot pattern and is sold with a box of washable felt-tips. Wearers connect the dots and find a 500 car. The shirt is available in white, for boys and girls; the license plate of the car on the girls’ version will be embellished with rhinestones.


NEXT: Ducati Junior >>

Brand: Ducati Junior

The story: Bologna, Italy-based historic motorcycle manufacturer Ducati has signed a three-year licensing agreement with Manifatture Daddato for the production and global distribution of its first collection for boys from four to 14, which will be introduced at Pitti Bimbo. Prices were not yet set at press time but the line is expected to appeal to the better-to-high-end consumer.

The look: The collection features almost 60 pieces, all of them inspired by the motorcycle’s world. T-shirts, polos, trousers and a series of accessories reflect Ducati’s colors — white, red and black.

Noteworthy: Ducati’s logo is globally recognized as a symbol of made in Italy and top technology, and the company plans to use this in its marketing.


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