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KIDS TREND BOOK

SPRING SUMMER 2020

WHAT IS IMPACTING CHILDREN’S FASHION TODAY?

First of all, its target, this Generation Alpha (born after 2010) is in the front line. Who are they and what do they expect from fashion?

The first generation not to have known the pre-digital and born with Instagram and social media, they are receptive to otherness and diversity and enjoy interacting with the world. Self-expression, the pursuit of individuality in order to be at one with their true nature is not challenging for them, quite the reverse. Amazing and novel mixes, definite choices, nothing alarms them, even if it means being very versatile. One thing is for sure, they have style and do their own storytelling. Next, it’s the appeal of vintage culture (movies, music, video games) which has particularly caught our attention. On the catwalks, there was not one single collection that wasn’t clearly inspired by archives. Same phenomenon in children’s fashion, where the collections are widely influenced by the ‘70s, ‘80s and ‘90s. Children themselves are quite curious about the cultural and aesthetic references of their parents. Another way to stand out from the crowd. Last but not least, this idea of “gender neutrality” is gaining ground in children’s wear: color ranges that are leaving the “boy/girl” divide, unisex shapes and collections, influences of street culture with no gender labeling, all fashion elements which will soon be appealing to these budding influencers.