The Sunday News
I NEVER once dreamt that I would say this but here goes . . . Parenthood surely makes pinheads of us all. I considered myself perfectly sane and fashion savvy until I recently became a dad. I found myself having to go through the cumbersome task of window shopping, going through many baby catalogues and magazines, trying to find the cutest and most suitable clothes for my little munchkin. I never thought it was so difficult until I experienced it. New parents mostly go through this cumbersome task of dressing up their kids. We are somehow caught up in thoughts such as, “That attire would definitely look good on me if I pair it up with this or that.” Forgetting that our little ones aren’t fashion conscious and all they need is to be dressed up snug and warm. Don’t get me wrong here, they of course need to be dressed stylishly but not at the cost of our vanity.
When it comes to our children, nothing but the best will do. It is in our nature as parents to want the best.
If children are the focus of our aspirations, it stands to reason that they won’t be dressed in cheap labels.
I read online that in the United Kingdom, the children’s wear market is worth 5,6 billion pounds, that is according to Euromonitor.
The Euromonitor, went on to say social factors such as a rapidly increasing birth rate, parents having children later in life and a glut of baby-boomer grandparents with more disposable income at their fingertips than at any point in history have combined to make children’s wear a highly lucrative business.
It goes without question that it is the internet, with its endless “pap” shots of celebrity offspring, which is fuelling the demand for designer childhood clothes. I really think this is silly.
Since most celebrities with children aren’t in any hurry to stop dressing their kids in expensive labels we really can’t blame shops and designers for wanting to use the situation to their advantage.
“Celebrities latched on long ago to the idea of children as brand extension: cute kid + cool clothes + famous parents = good PR. Never mind how sweaty and uncomfortable one-year-old North West might be in her scaled-down Givenchy biker jacket and matching leather drainpipes: being tricked out as her mother’s mini-me ensures the flashbulbs keep popping, a state of affairs which is essential to the Kardashian brand,” reads a section from the article I read online.
In simpler terms what this statement entails is that some of these kids have a raw deal in fashion. Just because their folks are popular and are fashion brands doesn’t mean their children should go through such daunting experiences of being dressed in weird outfits that they are uncomfortable in.
Also in the article was renowned English footballer, David Beckham’s daughter.
“Ditto Harper Beckham, who, while she has yet to clone Victoria by wearing a pencil skirt, will still prove a useful ally when the time comes for her mother to branch into children’s wear. Harper already has her own dedicated Voguepedia page, while on parenting websites eager mothers swap tips on how to recreate her nonchalant topknot.
“And it is hardly Prince George’s fault that parents all over the world are scrutinizing his every style move. Everything he has worn, the Start-Rite shoes, the Cath Kidston tank top, the Petit Bateau dungarees and the Rachel Riley shorts — sold out within 48 hours, prompting Forbes to dub him “the world’s most influential toddler”. I shook my head in laughter, as I read this. I really found this nonsensical. I mean really, does the world need a most influential toddler?
Taking pride in your child’s appearance is as old as parenthood itself. Although I am made to believe that it was only after the Second World War that British parents began to aspire to for anything more than “cleanliness” for their offspring, since the children’s wear market didn’t exist on a mass scale before then.
“It’s not a new phenomenon for women to want their kids to look well turned-out,” says Estelle Lee, editor in chief of parenting magazine Smallish.
“But the fashion industry has adapted to make children a prime area for growth as our attitudes adapt and society becomes more child-centric. Whether its clothes, parties, after-school activities or education, it’s vital for parents to invest in their kids. Lives are busy, and there’s an expectation of return on investment with our children,” she added.
Perhaps that is the Western ideology of bringing up kids.
What’s your take on the subject?
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