From daughters to mothers
Parentally approved childrenswear brands such as Bobo Choses, Bonton, Buho, Emile et Ida, Louise Misha, Motoreta and Tinycottons are literally growing up and launching their lines for women.
At the last Playtime Paris children’s fashion trade fair, 25 out of the 530 brands on display unveiled their adult collection. More than just a fashion fad, it’s “a new era” according to Chantal Danguillaume, Playtime’s sales director. Delphine Papiernik, founder of Emile et Ida, took the leap last year: “It wasn’t planned, but we gave in to pressure from consumers!” she joked. In each case, in fact, the demand comes from customers who really like the carefully crafted, graphic universe of these new protagonists in children’s fashion, whose products are anything but powder pink. While some women slip into age 14 or 16 sized amply-cut garments, others snap up kids’ offbeat, fun accessories. As a result, instead of merely following fashion dictates, these “consum’actresses” are making themselves heard. Bonton, for example, has launched “Maxi Me”, a range of twenty or so children’s “best-sellers” for mothers. They have the same design and come in identical colours, prints and fabrics. For Irène Cohen, the concept store’s founder and director,
Expanding into adult sizes is a natural development that “follows the cycle of life” for those customers whose children are growing up so fast. True, it represents a financial investment for these brands, but guarantees a clientele that will remain loyal longer, since adults sizes do not change so quickly.
the walls have come tumbling down. Who still buys their sweatshirts only in sports shops or their favourite fragrance in perfume stores? Besides, childrenswear has another major asset – quality. The parents of the latest generation find technological innovation, eco-friendly choices and norms very appealing. Keen on pretty materials and concerned about where products are made, Émile et Ida aficionados were looking for this type of quality. For Chantal Danguillaume, expanding into adult sizes is a natural development that “follows the cycle of life” for those customers whose children are growing up so fast. True, it represents a financial investment for these brands (recruitment in the technical field, store conversion), but guarantees a clientele that will remain loyal longer, since their sizes do not change so quickly. And as the boom in the lifestyle sector (stationery, cosmetics, bedding, food, tableware, home decoration) has been noticeable in brands like Mini Rodini, Mathilde Cabanas and Ketiketa, accessories are also very likely to branch into adult style.
Lastly, designers know that nostalgia is the right chord to strike in 2018: “comfort clothes” are not meant to copy children’s wardrobes, but rather to betoken the art of living as a family.
Búho SS 2018
Bobo Choses SS 2017