Mini-me looks are curated at Pure London trade show

The UK’s leading adult’s fashion trade show, Pure London, opened their doors to the kidswear market for the first time this season. The trade show, held at London Olympia this week, announced the expansion as a response to fast growth in the sector.

Managing Director Julie Driscoll explains: ‘Key trends such as mini-me dressing, influential celebrity parents and an ever-increasing number of blogger parents who curate their kids’ Instagram feeds are driving more style conscious parents, looking for childrenswear that chimes with their personal aesthetic and values.’

As this was the first season, the show had only a small offering of kids-only brands in their designated Pure KID area. The rest of the kidswear was to be found on the main floor alongside existing mens and womens’ brands, offered as ‘mini-me’ collections.

Here at WGSN, we checked out the show and picked some of our favourites:


Sugarhill Brighton

Womenswear brand Sugarhill Brighton are known for their quirky prints and fun styling, lending itself naturally to girlswear through scaled down versions. This year is the first year they will be making made-to-order mini-me kids clothing to cater for this new demand. We absolutely love the robot knitwear and dinosaur sweat styles available for both mum and child.


Broer & Zus

Broer & Zus is an independent shop and own-brand label from Amsterdam. Their trendy retail space stocks kidswear brands such as Mini Rodini and Bobo Choses along with their own high-end casualwear clothing brand. The Broer & Zus label is all about comfort and style, tapping into current athleisure trends. Their timeless sweat basics are made from organic cotton in a factory in Portugal, using fair wages and working conditions. Some styles are available in adults, too, for the ultimate twinning look.


Pat & Can

Mens’ Spanish swimwear label Pat & Can produce colourful printed men’s swim shorts. Their mini-me styles use the same prints for kid’s sizes 2-12 years.  Check out other featured swim brands to watch in our recent report, WGSN users please click here.


Additional highlights from the show included retro inspired 4 Funky Flavours, and French brand Hublot for it’s nautical-inspired kidswear. Accessory fans should check out Bling2Go’s fun goggle range including their dinosaur and mermaid inspired eyewear. Users click here, for more trade show coverage from recent event, Dot to Dot.


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