The world of boys’ and girls’ fashion has moved on over recent years and there is now a broader choice for parents. For example, it is more common these days for mums and dads to purchase designer kids’ clothes for their youngsters.
In reference to this, a report in the Guardian recently pointed out that some of the more traditional suppliers of garments for children are suffering, noting that Mothercare has announced the closure of a third of its stores.

The publication remarked: “Although the company cited extortionate rental fees as a key reason for its 110 high street shop closures, Mothercare fashion has fallen from favour at the same time as the designer childrenswear market is booming.”

Many parents who wish to source boys’ and girls’ fashion items now head online, as this can be more convenient for them.

Meanwhile, commenting on the trend towards designer kids’ clothes, entrepreneur Alex Theophanous claimed that the market has “grown organically”. He added: “Women who love fashion and labels have grown up and had children, and the fashion houses have seen a lucrative opportunity.”

Also responding to the rise in popularity of designer garments for little ones, M&S’s head of design for childrenswear Sharon James suggested that parents are now more aware of trends. She added: “There is not such a divide between what you and your children wear. It’s accepted that you would desire new and exciting things for your kids in the same way as you do for your own wardrobe.”

According to Linda McLean, fashion director at parenting magazine Junior, celebrities have had an effect when it comes to the increased levels of demand for designer clothes. Whereas famous families were “kept in the background” a decade ago, they are now far more visible, she said.

Among the most high-profile celebrity parents are David and Victoria Beckham and Brad Pitt and Angelina Jolie.