'This market is growing faster than menswear … It’s growing faster than womenswear.' MatthewSchneier reports on the growing world of children's luxury clothing
. But keep your eyes open and you can see similar kids in ritzy enclaves everywhere. A 30-something executive at a tech company with a 20-month-old daughter told me about a recent visit to the kiddie pool at a hotel in Miami: “I noticed three young kids who all had Gucci slides.”
SSense, the Canadian e-tailer that specializes in Bushwick chic, introduced kids’ clothes in 2021, stocking established luxury brands alongside independents who created pieces for the site, like Eckhaus Latta and Collina Strada. Brigitte Chartrand, the vice-president of womenswear buying for SSense, says the ambition was to be a one-stop shop for its customers, locking in adult customers — many of whom are starting to have kids—and future ones, as well.
The history of modern children’s fashion is, in some ways, a history of modern childhood itself. For much of the span of western civilization, children dressed more or less like their parents. “The children of Western European civilization were dressed until fairly late in the 18th century exactly like miniature adults,” wrote the costume collector and historian Doris Langley Moore in 1953.
blared the cover line for a 2009 issue featuring a towheaded toddler posed with her little chin in her little hand —claims to cover everything related to childhood, it no longer has any text articles,” the researcher Annamari Vänskä noted dryly in the mid-aughts: Mommy’s own picture book.The luxury brands, in turn, have reclosed the gap created by the children’s market in its youth. Down with the ducks and unicorns, up with photo-ready chic.
Who these clothes are really for depends on whom you ask. For every fashion fanatic Taylen Biggs, there are many more like Atticus Slowey, a 10-year-old New York City fifth-grader with a floppy curtain of blond hair and a blithe disregard for the runes of designer logos. His mother, Anne, a former editor at, tells me she noticed plenty of Moncler’s made-in-France luxury down ski parkas — like the best-selling ones from Saks — at her son’s downtown public school.
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