Article #6
That dress is so Preschool- - The rise of Designer Children’s clothing
Horyn,C. 2012. That dress is so Preschool- - The rise of Designer Children’s clothing. [ONLINE] Available at: http://www.nytimes.com/2012/04/26/fashion/the-rise-of-designer-childrens-lines.html?_r=0. [Accessed 08 June 15].
By C. Horyn
2012
The Article discusses how high-end brands opt to have a children’s collection and how much its worth. Designer Charles James who presented the first children’s collection in the 1950s and the other brands that followed his footsteps.
Charles James:, couturier . Was inspired by fatherhood in the 1956 and realised a collection for infants, presented by ladies with nurses uniform, holding “the tiny garments”, whom of which are worn by his son, Charlies Jr. “What else could explain why the design genius would pipsqueak trade like children’s wear?”
American fashion imitated children’s clothing but in this case, the concept is shifted. It was intended that children still wear childish garments, “in shape and detail” see collection here: http://www.metmuseum.org/collection/the-collection-online/search/158529
Eventually, years later other designers followed Mr.James footsteps by also entering the children’s market , such as linvin, Gucci, Stella Macartney, Marni
Dior started its baby Dior collection 1967, yet before custom clothing was ordered but Elizabith Taylor for her daughter, Liza.
Gucci and Versace were making profit from selling handbags but “now, children are the new accessory”
Brands invest in the children’s market to strengthen their identity and power in certain areas, like Asia.
Burberry sells items for newborn to early teens, whose most of its stores are in the Middle East.
Come brands are enlarging the kids area in their stores
Tradional makers: Florance Eiseman and Rachel riley
The question arrised by ms. Riley, in reaction to Lanvin ( designer Alber Elbaz) children’s clothing is, whether or not the garments are appropriate for children’s bodies. Elbaz admitted that they are not made for children but “miniauturized version... (of )... the adult looks”
According to ms.Rily, children tend to stand in funny ways and have big tummies.
“ children should be children and not little brand ambassadors”
Unethical for children to wear anything considered sexy.
Grandma bait: a term to describe expensive baby items.
In 2011, children’s apparel market grew faster than Women’s
Chantel Scott observed that brands mark up their clothing item around 7.5 more times then the original expenses to make the garment.
Horyn states that children, mostly girls, “are being groomed to be future shoppers.
celebrity have an easy pass for designer items but this is effecting the middle class.
designer clothing is only 1 % of the children’s industry thus representing less then 1% present of the population that actually consume such products.
The high end brands supplying for kids are not doing so for profit, but rather to make the brands “more relative”. older consumers with children are to engage more with the brand.
The Sunsuit collection by Mr. James placed seems and folds to “emphasized the roundness of a child’s body.”