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  • Kids clothing fashion has also followed recent trends in men’s and women’s fashion, which prioritise comfort and performance. “Athleisure is important,” says Kalenderian. “Most kids probably are not going to the gym or yoga, but mirror the parents’ way of dressing.” He also attributes an uptick in comfy, on-trend knit bottoms in drop crotch and harem silhouettes for boys, to parents wanting their kids to look as hip as them.

    “Activewear is particularly relevant for kids. Kids need clothes that are both fashionable and functional to hold up to their active lifestyle,” agrees Andres Dorronsoro of Old Navy Kids. The increased use of stretch denim and “jeggings” among women has also trickled down to childrenswear, by enabling children to wear more comfortable, softer denim styles.

    “With kids it’s all about comfort,” concurs Roksanda Ilincic. “You can’t have a fabric that is itchy or a dress with a lining that isn’t nice enough, it just doesn’t work to mix natural fabrics with man made fabrics,” she says.

    Increasingly, children’s fashion also has a place on social media, giving rise to influencers like Farouk James, a four-year-old childrenswear model known for his large afro, whose Instagram account has racked up 119,000 followers, as well as childrenswear bloggers and brands like Courtney Adamo and Julia Restoin Roitfeld (255,000 followers), daughter of Carine Roitfeld and founder of childrenswear brand Romy and the Bunnies.

    And with children joining social media at an earlier age than ever before, pre-teens are themselves more aware of trends. Fitness brand Athleta is betting on this, and this summer will launch Athleta Girl, a new line of about 60 styles for girls aged six to 14, comprising performancewear which can be worn for sport, school or play. “A girls’ line is something our customers have been asking for — girls today want to dress sporty. They are living more active lives,” says Nancy Green, president and general manager of Athleta, which is a division of Gap Inc.

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