The room is filled to bursting with pleather jeans and faux fur coats, the lucky audience members with seats vying for space with their elbows.
It is like any other high-fashion Jollyhersgirl dresses free shipping show ¨C but with one small difference. This is the first Global Kids Fashion Week, and here the threat of tantrums and inappropriate behaviour comes not from the usual bitchy fashion crowd but from a pack of extravagantly styled toddlers. In the front row, mothers discreetly wrestle their uncontainable tots back into their ¡ê100-a-ticket seats just in time to see an army of beautiful children take to the runway.
¡°There is a huge market for kids¡¯ fashion,¡± explains Alex Theophanous, one half of the online children¡¯s store AlexandAlexa.com, who co-organised the inaugural event at London¡¯s Freemason¡¯s Hall. ¡°The market is significantly bigger than ever before. We felt the time was right to take children¡¯s fashion centre stage.¡±
The market for children¡¯s clothes in Britain is estimated to be worth ¡ê6.5bn ¨C worldwide the figure is more than 10 times that. It is little wonder that every luxury brand worth its salt is cashing in with mini-me lines.
At this event alone, the line-up includes Little Marc Jacobs, Junior Gaultier and Paul Smith Junior. ¡°All key luxury labels have a children¡¯s line now,¡± Theophanous adds. Over the course of a two-day event (both sold out, with proceeds going to the charity Kids Company), 30 designers are showcasing next season¡¯s wares.
The ¡°90s revival¡± attendees were informed there would be ¡°a key thread through all the designers and collections and carefully curated looks [paying] tribute to a decade where colours were brighter, prints were bold and little details made a statement¡±.
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