The pandemic didn’t stop parents from wanting their kids to look stylish—today the kids fashion market is flourishing, realizing a value of $50 billion in the past 3 years.
Micro Fashion With Style
Social media might be the main cause of the growth spurt in the childrenswear market. Celebrities and influencers are sharing pictures of their children every day, multiple times a day. And, of course, they can’t be seen wearing the same outfit twice!
According to Moschino Kids Creative Director Jeremy Scott, Instagram parents “don’t want to sacrifice their own aesthetic choices for the sake of dressing their children.” So no expenses are spared, and children become fashion icons before they’re even able to walk, like Kylie Jenner’s daughter Stormi, who used to ride in a Fendi stroller.
The phenomenon is worldwide, and more and more luxury brands are jumping on the trend and coming out with kids fashion lines—and not only for the holidays and photo ops.
Hugo Boss and Barbour offer a vast collection of kidswear: from single-breasted jackets to quilted coats and wellington boots, the brands’ selections feature adorable and versatile mini me designer pieces, all sported by stylish little models.
Designer Thom Browne has opted for a different take on kids fashion. His kidswear collection includes a suit, an overcoat, a tennis dress, and several Oxford shirts, and was launched in January 2021 with a short film depicting a group of children getting to work in Browne’s office, all clad in the iconic grey suit.
Kids Fashion Pieces Breaking Stereotypes
Pink or blue? Say goodbye to the color dichotomy.
Thankfully, kidswear is becoming more and more inclusive, shifting away from stereotypes. Unisex clothing has been popular with adults for years now, and kids fashion is finally catching up.
Designer Jonathan Anderson has partnered with Japanese retailer UNIQLO to create a gender-neutral clothing line for children. The collection moves away from stereotypical colors and shapes, and ranges in outerwear, sweaters, and pants. Both a girl and a boy are seen modelling the pieces. “It’s important we are neutral in terms of how we tackle childrenswear,” Anderson stated. “Because ultimately it has a huge effect on the future of our children.”
Sustainability is also being addressed. Eponymous fashion house Stella McCartney, pioneer of ethical fashion, offers a wide range of kids clothing made using ethically sourced and eco-friendly materials. Her organic fabrics are sustainable for the environment and protect young children from chemical exposure.
Best Luxury Fashion Brands For Kids
Looking to dress up your little humans? Here are our 5 favorite kids fashion brands.
Gucci
One of the top luxury brands in the world, Gucci offers a wide range of ready-to-wear clothes and playful accessories for kids. You will find classic lace dresses and wool jackets, as well as streetwear items such as the iconic “Fake/Not” jacket and sweatshirt, slide sandals, and Ace leather sneakers. Most pieces are miniature versions of the adult collection, but the label also offers one pieces and bibs. If you’re looking to invest in either classic pieces or Instagram-worthy outfits, or both, look no further.
Fendi
Iconic Italian fashion house Fendi offers a bold and stylish kids collection, featuring mini versions of the label’s most beloved pieces. A perfect mix of timeless elegance and trendiness, find chic dresses and skirts, hoodies and jeans, and a wide range of sneakers. The iconic FF monogram can be spotted on most pieces. And of course, you can have your baby ride in Stormi’s stroller.
Dolce & Gabbana
From ready-to-wear clothing to accessories, the Dolce&Gabbana kids fashion line is one of a kind. Dress up your mini me in baroque dresses and skirts featuring the house’s signature floral prints. For the boys, find sweatshirts, sneakers, and floral printed shirts. If you’re planning a beach day, worry not – the collection includes a range of colorful and playful swimsuits for kids.
Givenchy
Paris-based label Givenchy took the most iconic pieces of its world-renowned haute-couture line, and shrunk them down. Needless to say, the result is a chic and stylish kidswear line, a perfect blend of streetwear and high fashion. You will find simple logo cotton T-shirts, cozy hoodies, and trendy sneakers, all in neutral blacks and whites, accented by the brand’s signature red.
Golden Goose
Golden Goose’s vintage inspired sneakers symbolise luxurious nonchalance. Modern with a pre-worn feel, they are the It shoe both for adults and for children. The Golden Goose Kids collection offers a wide range of the label’s most beloved distressed styles, including the iconic Golden Goose Superstar, redesigned to keep children comfortable throughout the day. Made to be worn, and made to impress.
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About the Author
Alex English is the Head of Content Marketing at italist.com, building on a lifelong passion for fashion and luxury. After publishing a lifestyle blog for nearly ten years and obtaining an MBA in Milan at SDA Bocconi, one of Europe’s top business schools, he joined the italist team in 2019. His work since then has focused on upper-funnel messaging, brand storytelling, establishing italist as a thought leader in the space, and enriching the customer experience on the platform. Find him on LinkedIn.