Kids brands are starting to offer some great upsized pieces for adults, get to know them, says WGSN Associate Kidswear editor Allison Goodfellow-Ash
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.
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.’’
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.
To find out more about emerging kidswear brands and key trends, join WGSN here.