London - Some of the world’s biggest fashion houses are creating “kiddie couture” as a way of attracting future customers, says the boss of Harrods.
Gucci, Christian Dior, Valentino and Fendi have all shrunk their adult ranges to try to get children hooked on their designs at an early age, according to Michael Ward, managing director of the luxury department store.
“A lot of the fashion houses have recognised that their best way of developing their customer of the future is to get them early,” he said.
“What you’ll see on the runway you will see in our children’s area – everything matches down.”
But the prices have not reduced with the sizes. A blue silk crepe dress by Dior for an eight-year-old has a £3 800 (about R84 000) asking price, with metallic silk crepe versions at £3 500. A salmon-coloured wool felt coat from the same fashion house goes for £670.
But the trend has been criticised, with some saying that dressing children in designer clothes can change the way they view the world by encouraging them to prize material goods above everything else.
Clinical psychologist Abigael San, who works in London, said: “I think it makes it very difficult for children to be normal. It could become very, very competitive very quickly. They will know how much their clothes cost at a really young age.
“It makes an issue of an everyday thing like getting dressed every morning and could make a child anxious if their status enhances or drops by the clothes they wear. It just a sign of our increasing obsession with body image.”
Parents have also been accused of trying to buy their way out spending quality time with their children by treating them to expensive clothes.
The trend has also extended to accessories – while the Harrods shoe department used to be dominated by staples such as Start-Rite and Clarks, they are now making way for Fendi and Dior.
Ward said: “We’ve just replaced the entirety of our shoes. Now if you walk in there it will be all of the brands that you would see the mom wearing.”
A pair of navy leather-soled Italian-made Gucci horsebit loafers made for a toddler sells for £210. Gucci’s rose glitter leather sandal with powder pink metallic leather detail comes in at £240.
Analysts predict the annual global market for high-end children’s wear will rise to £19-billion in 2017.
Last month German designer Karl Lagerfeld launched his first children’s couture label. He is creative director at both Fendi and Chanel and Karl Lagerfeld Kids includes clothing for both boys and girls from baby to 16 years old.
Rival Gucci is selling an orange jacquard hoodie for babies aged six to nine months for £260. When they reach 12 months then Fendi has a signature coat in beige wool with removable pink rex rabbit fur collar complete with mother-of-pearl logo for £675.
Major fashion houses such as Lanvin, Roberto Cavalli and Marc Jacobs have all developed children’s lines.
Mr Ward said: “Fashion houses see this as very fertile ground to develop their customers of the future.”
Daily Mail