Urban Life

The Luxury of Kidswear

The Luxury of Kidswear

Posted in Urban Life




 The luxury kidswear market is continually expanding with high-end and High Street persistently increasing their plans for the younger generation. The giant e-tail Mytheresa for example, has made a full move into the kid’s section after its successful pop up campaign that first began in 2016.






As a mother myself to two toddlers, and of course one who works in fashion, I am always interested in the developments of such a division and one thing I have noticed is how eco-aware companies and parents have become in regards to children’s attire. Obviously, it is an imperative step to teach our offspring the obligatory concern towards the nurturing of our planet, and the small changes we can all transpire to. There are some fabulous brands providing ethical and organic clothing; London based Toby Tiger and Piupia are remarkable firm favourites with kids and parents alike. Eco-kidswear is another popular site to visit; the Scandinavian clothing aspires to mums and dads for organic childrenswear specifically, with of course that Scandinavian contemporary vibe attached. All of these companies clothes are delicate on children’s skin because they are free from harmful chemicals, non toxic and low-allergenic, the designs are also, fun, bright cheerful with some great silhouettes with children in mind.







In 2019, we can witness many luxury online stores increasingly looking for new categories to move into. This expansion includes such trinkets as fine jewellery, nonetheless, the major growing market is actually kidswear; with giants such as Net–a-Porter who dipped into such a segment last summer in their launch with Gucci.






However, the formerly mentioned Mytheresa take-off is predicted to be a much bigger explosion. The section is envisaged to become the largest designer division for youngsters globally, with many big brands associated. With the talk of such names as Burberry, Dolce & Gabbana, Fendi and Chloe, its no wonder that the excitement is brewing for all the relevant details, I know I can’t wait!






As declared in my post last week, streetwear has a lot to answer for in regards to the power it now possesses within the industry. Many company presidents believe that the reason such a dramatic process has escalated within the kidswear department is because of the influence of streetwear. One only has to glance at the show-goers at fashion week to perceive that its not just the grown ups that are swanning their style, but they’re bringing their own mini-me’s too, who all look dashingly fashionable and individually on-trend.






I can only speak from personal experience as a mother, and for me it is vital that both my babies grow up secure within themselves and confident. I want my influence as a fashionista to be full of self-assurance as well as fun and educational; as to me, fashion is more than just wearing the latest trend. It will be however, interesting to foresee the developments over the next few years where kidswear is concerned. Let us recall how we are living in a world where the generations are becoming younger when it comes to their awareness of the planet, its resources and on a personal level, where they fit in. As the global market regularly updates to flatter the needs of adults (and especially women) I’m not at all surprised that the next generation are to follow suit – literally.











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Victoria Tozzi Lidster xx


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