3 kidswear brands that are creating swoon-worthy womenswear
By Allison Goodfellow-Ash

Kids brands are starting to offer some great upsized pieces for adults, get to know them, says WGSN Associate Kidswear editor Allison Goodfellow-Ash

Apr 15, 2016
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We’ve all witnessed the growing trend for the mini-me look; brands such as Karl Lagerfeld, D&G and Gucci and Kenzo all adapting their looks for the kids luxury market. However, twin dressing mums and their minors, rocking designer looks together in matching prints, silhouettes and colour is evolving further as we begin to see exciting (and our favourite) kids brands fighting their turf and offering some great upsized pieces to adults.

Aspirational boutique brand Bobo Choses, for instance, launched their first S/S16 womenswear collection recently with some identical styles taken from their “Art school” kidswear range, graded up for women- perfectly quirky, youthful and totally wearable.

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Mix and match Finnish brand Mainio launched their organic kidswear label in summer 2014 with a strategy to always launch kids first and follow up quickly with a womenswear line as described by brand director Johanna Vaissi;

“The main reason we launched the adults line was to offer the same comfy, easy to wear organic cotton qualities, styles and prints that we have for kids. We thought of styles that we as adults would wear ourselves too – which has worked perfectly for mums who want mini me outfits! We are very excited for AW16/17 as we are introducing styles for men.’’

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Lastly, look out for kids luxury merino loungewear brand Smalls currently stocked in stores such as Selfridges, it’s gearing up to launch a range of basics for both babies and adults for A/W 16/17.

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Subscribers read more about sustainable kids brands and the twin styling on the WGSN kidswear page.

To find out more about emerging kidswear brands and key trends, join WGSN here.


3 kidswear brands that are creating swoon-worthy womenswear
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The Little House of Hackney x La Coqueta collab: Get it now
Apr 26th, 2016

[…] Bobo Choses increasing their offering to womenswear for adults as mentioned in our recent blog, to the runaway […]

Erin Rechner
Apr 21st, 2016

Every trade show I attend, there is always I brand I wished made some of the items in my size. Kidswear brands who use beautiful fabrics and high quality construction such as favorites Tuchinda and Suoak would translate perfectly into the adult realm.


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