In 1967, when Dior gave the world the first ever couture boutique exclusively for childrenswear, it seemed to be one trend from the fashion house that was not destined to catch on. However, less than 50 years later and the world is now ready for designer childrenswear, with parents willing to pay staggering amounts for a dress or pair of trousers that their darling will have grown out of by the next fashion season.
The designer wardrobes of North West and Harper Beckham are constantly plastered across Instagram and, in the nation’s efforts to ‘Keep up with the Kardashians’, sales of childrenswear have risen by 5% in the UK in the last year.
And for parents unconvinced about turning to the Kardashian-Wests for parenting advice, the British Royal Family is providing a more traditional approach to childrenswear. The wardrobes of Prince George and Princess Charlotte have gone back in time with vintage-style rompers and Edwardian smocks harking back to the more innocent childrenswear of yesteryear. So much is their influence on the market, that a Royal endorsement can propel a brand from the unknown into a global success, with mothers and fathers clamouring to get their hands on the same piece for their own little Prince or Princess.
Under the notion that beautiful dresses need beautiful settings, luxury fashion boutiques dedicated solely to children’s clothing are now springing up to appeal to the premium shopping experience demanded by the nation’s children – or more likely, by the nation’s parents – as the days of disposable children’s clothing are becoming a thing of the past.
By Rachel Sharp
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Notes to editors:
Key Note’s 2016 Market Update, Childrenswear, analyses the market for childrenswear in the UK.
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