With a market worth billions, an increasingly discerning customer base and a focus on sustainability kidswear is the fashion industry’s growth sector. Is that why it all looks so tasteful?
A few weeks before protesters stormed the Paris offices of luxury conglomerate LVMH, one of its biggest-name luxury brands, Louis Vuitton, launched its first ever baby collection, for 0-12 months. While it would be hard to pin any political unrest on the grey cashmere onesie for £755, or the £360 monogrammed Mary Jane shoes, it speaks to the current mood that while some people fight for pensions, others are willing to spend that kind of money on an outfit destined to be pooed on.
Louis Vuitton is not alone. For some people, childrenswear will always mean cheap T-shirts you don’t mind becoming encrusted with yoghurt – but revenue in the children’s apparel segment reportedly amounts to US$267.50bn in 2023 (£215.30bn) and the market is expected to grow annually by 2.46%.
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