The children’s fashion fair Pitti Bimbo just took place in Florence. There, as well as in Paris at Playtime, Mytheresa buyers are also active to discover new brands and trends.
But what role does children’s fashion play in the luxury sector anyway? Is it all about occasion wear or do customers also buy their children’s everyday clothing in the high-price segment? Tiffany Hsu, Chief Buying Officer at the Munich luxury fashion retailer, explains this and what still defines the area at the moment.
How important are trends in kidswear?
The trends in children’s fashion are often influenced by and derived from adult fashion. Overall, however, children’s fashion is a category that is less determined by trends.
Even if trends are not so strongly represented, what characterizes children’s fashion?
Bright colors and bold prints have been the dominant trends for boys and girls for many seasons. This will also be the case in the coming autumn/winter 23 collections.
We also see many brands taking inspiration from the forest, using the neutral color palette across a range of fabrics and cuts to create silhouettes reminiscent of nature.
The trend towards logomania seems to be cooling off somewhat among adults. What about children’s clothing?
Logomania has been an important aspect of children’s clothing like never before, and even when it existed, it was mostly limited to the “super brands”. However, we have found that this has also decreased in children.
What about the mini-me trend? Parents are specifically looking for a matching look for themselves and their children
Over the years we have found that the “mini me” look is very popular with our customers. Shoes and accessories are particularly popular.
What role does the topic play at Mytheresa?
At Mytheresa we offer a wide range of brands aimed exclusively at children, but we also offer some brands with “Twin Look” options, designing for both adults and children. We launched an exclusive capsule collection with Dolce & Gabbana for women and their children on May 24th. The collection includes eight children’s looks. It is our third collaboration with Dolce & Gabbana for an exclusive women’s and children’s collection.
What plays are currently doing well for boys and girls?
Sneakers have a lot of momentum all year round, and we’ve seen continued growth in this category – particularly from brands like New Balance, Rick Owens and Nike.
In the current spring/summer season, we are also seeing a significant increase in demand for summer dresses from brands such as Zimmermann and Chloé.
Is luxury fashion for children about formal wear or everyday wear?
It’s a good mix of both, because both are very important categories for us. In the autumn/winter season, ‘Back to School’ is just as important a topic as the holiday season.
Mytheresa chief buyer Tiffany Hsu reveals here which trends are currently determining women’s fashion at Mytheresa.
This interview was conducted in writing.