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Children’s fashion is growing because ‘your family becomes your brand’

In the past year, there’s been an increase in high-end children’s fashion styles both at specialty retailers like Maisonette and Dopple and more expansive marketplaces like Farfetch. The childrenswear market grew faster than men’s and women’s fashion in the last two years, reaching $252 billion globally and $34 billion in the U.S. last year. And major luxury players from SSENSE to Fear of God have launched children’s apparel in the last six months.

There’s a simple explanation, according to Maisonette co-founder Sylvana Durrett: Children are increasingly a part of the consumer’s social media brand. While kids may be content to wear the same Spider-Man shirt five days a week, a healthy Instagram presence for parents means their kids need to be dressed just as chic for online posts.

The pandemic drove more people to their phones for socialization purposes, and with schools closed, more kids were at home. Combined, these factors led to growth in posting pics of kids online. The #MommyAndMe hashtag, often paired with matchy mom-and-kid looks — a popular trend even pre-pandemic — was posted over 5 million times on Instagram in 2020.

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