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Kidswear gets grown up

Much like its older sister (or brother) last week, the aisles were packed on the first day of kidswear tradeshow Pitti Bimbo yesterday.

There are a number of trends in evidence, but I was interested to see a number of brands showcase a more trend-led offer.

Brands such as Dutch label Jottum and French name Tartine & Chocolate both complemented their classic kidswear looks with the introduction of trend-led looks and new colour stories.

When I asked Jottum chief executive Bob Sikkema if this was reflective of a wider move towards kidswear becoming more trend-led he said: “Yes. Today kids want to look like their parents, a mini-me if you will. So that is what parents are interested in buying, and we’ve introduced new colour stories with brighter colours as a result this season.”

Other trends on display include a nod to the 1920s and the Great Gatsby-inspired styles with lots of lace and embroidery, together with a 1950s vibe with light dresses with full skirts. Prints remain key with floral, tropical and camo examples in abundance.

Trends aside the show appears busy, and the searing temperatures of last week have given way to an altogether more agreeable temperature, allowing for a more enjoyable experience.

However, I have yet to meet any UK buyers, and while the brands exhibiting are confident, they all tell me that they have seen lots of buyers from the US, China, Japan and even Australia, but little from the UK. One agent I spoke to, who represents several brands back in the UK, told me that he was yet to see key buyers from the likes of Selfridges, Harrods and Harvey Nichols, adding that none of his colleagues have seen them either.

Today looks set to be busy with a number of shows planned, including the launch of DSquared’s first junior collection for spring 14, so I’ve no doubt that buyers will be out to lap up the latest kidswear looks on show.

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