New Kids on the block

Les enfant font leur show ! Mode, luxe, déco, bonnes adresses… ils sont les nouveaux chouchous des maisons de luxe et des griffes branchées. Tour d'horizon d'un marché florissant.

Par Julie De Los Rios

They can travel, choose what they eat in restaurants, play sports, flex their creative muscles through artistic activities, and organise sleepovers worthy of the most unmissable parties. In 2023, kids are busier then ever. And to attend all these exciting events, the little cherubs watch what they wear. But never fear, luxury brands are ready for them. The turn of the millennium brought the mini-me trend. Fashion houses launched their own children’s ranges with fun variations on their adult ready-to-wear offer and the figures speak for themselves. A study by Mordor Intelligence predicts a compound annual growth rate (CAGR) of 8.76% between 2022 and 2027. And for good reason: children’s fashion is one of the most lucrative sectors in the clothing industry. The age of the grim school uniform is firmly in the past! Luxury online retailers have also joined in the fun. My Theresa, boosted by its “mini-me” campaign launched in 2016, has been offering a permanent children’s clothing and accessories range since 2019. Gucci, Dolce & Gabbana, Fendi, Balenciaga, Balmain, Chloé, and Moschino are prolific players, as well as specific children’s brands Bonpoint, Tartine & Chocolat and Monnalisa. Even the most cutting-edge designers have taken the plunge, with Rick Owens and Off-White leading the field.

Instagram stars 

In 2023, all trendsetters are influencers. The growing interest of luxury brands in kids is not unrelated to the popularity of It-girls who share photos of their offspring on social media. Cardi B’s daughter Kulture has been pictured wearing the same Chanel earmuffs as her mum. In another photo she’s carrying a Hermès Birkin. She shares this love of luxury bags with Stormi, the daughter of Travis Scott and Kylie Jenner (398m followers on Instagram). The reality TV star and mother of two has even launched her own vegan baby care range, Kylie Baby. The same goes for the Italian influencer Chiara Ferragni, who has launched a line of children’s apparel. The entire new Kardashian generation has been born into luxury and perfect the art of living. Kim – who has been matching her daughter North’s looks with her own since the very early days – wraps her children in fluffy Vuitton towels without a second thought. Ordinary mortals can pull up their Vinted app if they want to follow suit. And the fun begins from birth! Very recently, Louis Vuitton launched its Naissance line, which reinterprets the house’s signature codes. Gucci is a favourite among trendy parents, along with Nike and Adidas. Because while fashionable mums make no compromises on style, they always put comfort first. No wonder streetwear is doing well, it starts securing customer loyalty right from the playpen. Let’s be clear: luxury is not limited to beautiful clothes or delicate perfume. A full-fledged art of living is being cultivated for children. The Little Guest Hotels Collection lists around five hundred 5-star hotels that are considered “kid-friendly”, for extraordinary family holidays.