From Kim Kardashian’s daughter North West modelling to royal babies Prince George and Princess Charlotte’s designer wardrobe and Cardi B’s daughter carrying a Hermès Birkin – is childrenswear the future of luxury fashion?
Whether Dior, Hermès, Burberry or Fendi, luxury childrenswear is on the rise, even as Covid-19 has hit luxury fashion brands hard – thanks to ‘mini-me’ culture and rich parents’ willingness to spend on sustainable, high-quality clothing for their kids
Flip open any celebrity magazine or check any high profile Instagram account and you’ll notice something: it’s no longer just about the clothes of Kate Middleton or Kim Kardashian but rather those of their beyond-stylish spawn.
You’d probably have seen Prince George in stripy polo from Rachel Riley on a number of occasions, or Princess Charlotte wearing the Celina Marie-Chantal designed by Princess Marie-Chantal of Greece. Cardi B’s Instagram post featuring herself and her daughter Kulture sporting a pair of luxurious Hermès Birkin handbags scored on of the highest engagement performance among all of her social media content.
The Duke and Duchess of Cambridge are delighted to share new photographs of their family with @DavidAttenborough. The photographs were taken earlier this week in the gardens of Kensington Palace, after The Duke and Sir David attended an outdoor screening of Sir David’s upcoming feature film ️ ‘David Attenborough: A Life On Our Planet’. With a shared passion for protecting the natural world, they continue to support one another in their missions to tackle some of the biggest environmental challenges our planet faces. This includes working together on The @EarthshotPrize the most prestigious global environment prize in history – further details of which will be shared in the coming weeks. When they met, Sir David gave Prince George a tooth from a giant shark the scientific name of which is carcharocles megalodon (‘big tooth’). Sir David found the tooth on a family holiday to Malta in the late 1960s, embedded in the island’s soft yellow limestone which was laid down during the Miocene period some 23 million years ago. Carcharocles is believed to have grown to 15 metres in length, which is about twice the length of the Great White, the largest shark alive today.A post shared by
The luxury childrenswear market is definitely growing up – maybe even faster than its grown-up counterpart. According to Euromonitor, the global childrenswear market was worth a whopping US$1.4 billion in 2017 and is expected to grow by eight per cent by 2021.
“We are definitely seeing a growth with some key brands and categories where, more and more, consumers are looking to invest in good quality pieces that will last wash after wash, and can still be passed on once their child has grown out of it,” says Jenny Slungaard, head of public relations at Alex and Alexa, a London-based luxury childrenswear retailer. “We are also seeing an increasing number of adult brands moving into the kidswear space as a key strategy, to grow their brand and reach new customers.”