The first ever virtual fashion week for children launched this week, showcasing designer kidswear collections with live streaming from the catwalk.
Online luxury kidswear retailer AlexandAlexa.com ran the shows alongside London Fashion Week, starting with Junior Gaultier on Monday.
Childrenswear collections from designers Rykiel Enfant and Tommy Hilfiger showed during the week; the final show by Stella McCartney will stream live today from the Alexandalexa.com website.
Co-founder of the company Alexa Till said: “We continue our mission to show luxury labels how they are made to be worn.
“The runway is slick and mirrored and is set in a magical twinkle-lit woodland - the perfect clash of glitz meets reality, with only a few of our mini models resisting the urge to climb the trees and splash in the mud.”
The collections show styles from the autumn 11 season. Videos and stills of this week’s previous shows are available to view on the retailer’s youTube channel and from the company website.
The final Alexandalexa.com live kids fashion show will stream at 11am today (Fri Sep 23).