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Kidswear brands are all mini-me, me, me

You might have noticed a bit of a kidswear theme in this week’s issue.

Looking over our feature on some of the sector’s most interesting spring 14 collections, it struck me how much the mini-me trend has gathered pace. For the uninitiated I’m not talking about the Austin Powers character popping up as prints but instead the trend for brands to produce their adult ranges in miniature versions for their kidwear collections, or at the very least leaning heavily on grown-up styles as inspiration.

A quick straw poll around the office suggests these types of collections are met with a mixed response, some loving their little Lord Fauntleroys and others finding it simply creepy. Full disclosure - I don’t have kids, but if I did I would definitely be a mini-me advocate. And I think it was just the natural progression the kidswear market was always going to see.

Fashion shoppers are more educated and savvy than ever before, so why wouldn’t they want their children to be fashionably dressed? For what seemed like an inordinate amount of time, the majority of kidswear was basic and baggy trousers, T-shirts featuring lazy and nonsensical graphics and saccharine, cheap-looking princess dresses.

But then the market caught up and the only natural way for it to develop was to move towards a point where fashion was aligned with function, instead of too heavy a weighting to the latter. And so was born the mini-me.

The beauty of the more mature kidswear market now is that the mini-me looks aren’t just pristine prince and princess versions of adults’ occasionwear - as you can see from not only the aforementioned feature but also this week’s Heroand our Brandwatch, there’s something for every taste. Make those little ‘uns your fans early on and you might just have them for life.

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