Here’s look­ing like you, kid … mini-me fash­ion goes global

Celebri­ties lead trend to dress whole fam­ily in match­ing out­fits

The Observer - - News - Scar­lett Con­lon

Par­ents are taking the “chip off the old block” con­cept to new ex­tremes with the lat­est fash­ion trend: wear­ing the same clothes as the chil­dren. The prac­tice has made its way to the high street af­ter celebri­ties in­clud­ing Kim Kar­dashian and Vic­to­ria Beck­ham were pho­tographed in the same out­fits as their off­spring.

Pri­mark ex­pe­ri­enced a surge in sales of its match­ing adult and min­ime clothes af­ter Bey­oncé shared an im­age of her­self wear­ing the same Gucci dress as her six-year-old daugh­ter Blue Ivy. While the singer’s choice cost about £3,000, Pri­mark’s op­tions are a more mod­est £30; one of its most pop­u­lar items is an all­gen­er­a­tions denim jacket. Next has match­ing nightwear for men, women and chil­dren, while Mata­lan has faux­fur-lined parkas at £24 for chil­dren and £45 for adults.

The on­line fash­ion site Tootsa MacGinty, which made its name de­sign­ing uni­sex col­lec­tions for chil­dren, has in­tro­duced adult woollen ver­sions of its most pop­u­lar chil­dren’s an­i­mal jumpers, priced at £72 and £48 re­spec­tively. “We’d heard, ‘Oh! if only that came in my size’ once too of­ten and de­cided to an­swer your plea,” it tells cus­tomers on its web­site.

At the other end of the end of the spec­trum the de­signer la­bels Gucci, Char­lotte Olympia and Bal­main are just a hand­ful of brands that have a kidswear of­fer­ing based on their adult col­lec­tions.

Bey­oncé is one of many celebri­ties to en­dorse sar­to­rial sol­i­dar­ity with their off­spring. The Amer­i­can model and TV pre­sen­ter Chrissy Teigen and the de­signer Vic­to­ria Beck­ham (who have 44.3 mil­lion peo­ple fol­low­ing on In­sta­gram be­tween them) have twinned with their daugh­ters to sim­i­lar ef­fect. Af­ter Teigen posted a photo of her­self and Luna wear­ing match­ing av­o­cado-print one­sies, searches for av­o­cado print in­creased by 35% in the fol­low­ing 72 hours, ac­cord­ing to the search plat­form Lyst.

It’s even been pop­u­lar on the cat­walk. At Jean Paul Gaultier’s cou­ture pre­sen­ta­tion this year, the model Coco Rocha ap­peared with her two-year-old, Ioni, wear­ing an iden­ti­cal ice-blue cre­ation, while at Dolce & Gab­bana’s re­cent Mi­lan show, mod­els ap­peared hand-in-hand with chil­dren in match­ing py­jama-style en­sem­bles.

The trend can be seen with adult si­b­lings too. The Kar­dashi­ans are fre­quently seen in co-or­di­nated out­fits, and this year even ap­peared in a Calvin Klein cam­paign wear­ing match­ing denim and un­der­wear. Yas­mine Bachir, a trend ex­pert at Lyst, said she had noted the “power and im­pact” that match­ing out­fits had on fash­ion searches. The num­ber of peo­ple look­ing for Calvin Klein denim and un­der­wear rose by 43% in the month af­ter the cam­paign was launched in March, she said.

As to why fam­ily mem­bers would want to dress the same, Carolyn Mair, au­thor of The Psy­chol­ogy of Fash­ion, said it gen­er­ated a sense of be­long­ing. “It makes a pos­i­tive state­ment about the fam­ily, as it’s doubt­ful that a fam­ily or cou­ple who were not in a good place emo­tion­ally would dress the same,” she said. “Want­ing to show that we have shared mean­ing with an­other can be unit­ing.”

While matchy-matchy dress­ing may seem to con­tra­dict in­di­vid­u­al­ity, which is cel­e­brated more than ever, Mair said the two forms of ex­pres­sion share a thread. “Both show strength, but in dif­fer­ent ways.”


Next’s brus­sels sprouts py­ja­mas for every fam­ily mem­ber, left, and model Coco Rocha and her daugh­ter ap­pear for Jean Paul Gaultier.

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