The smaller of the house are the absolute
protagonists of Pitti Bimbo. We live in a society where children are
increasingly empowered: They live surrounded by advertisements, television,
magazines ... which show them the fashion world specially dedicated to them.
Nowadays they want to dress like their favorite star of Disney Channel or the singers they see on the video clips. In
short kids want to feel trendy.
This is one of the major trends we've seen
in the last edition of Pitti Bimbo, the target market has shifted to children,
although potential consumers are the parents who are the ones who have the
purchasing power to buy the clothes. Most of the collections that we have saw in the fair reflect this
concept of "mini-adults".
In recent days we have had faced a
revolution about the latest Instagram It-boy: Alonso Mateo, with just 5 years old.
A Mexican boy who has become famous through the photos that his mother upload to
the social media site .
This mini star is nowadays trendsetter in
the online and social media world. There
are several photos of the boy posing as a mini professional model, and also
wearing fashionable and extremely expensive clothes. Gucci, Dior, Stella
McCartney or All Saints, are just some of the luxury brands that the child has
in his closet .
But is it really necessary for a child to
play in the park with a sneakers for about 300 euros? Possibly will are
exceeding the limit. The photos of Mateo are receiving praise and criticism in
equal measure.
The problem is to establish where is the
limit when a brand is creating collections for children. We often forget that
the main issue is comfort: versatile clothing and high quality materials which
resist hours of games.
Many of the companies displayed during the
fair give us the answer to this problem: Collections as CoC, 120% Linen or Péro,
present modern silhouettes with a twist to adult clothing (bohemian-chic style,
hippies handbags, military pants, sunglasses ...) but without forgetting that
they are children who will wear their clothes.
PICTURE CREDITS: TUMBLR:http://www.tumblr.com/tagged/alonsomateo
BY NATALIA MARGARETO LIZALDE
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