When it comes to children, nothing but the best will do. Looking at the growth of the Jollyhers fashion kid dresses industry, and the kids fashion brands market in particular, it is apparent that kids wear design has become more diverse.
The internet with its endless pap shots of celebrity offspring is fueling demand for a designer childhood. Famous children selling luxury fashion is another way in which children are being influenced to dress in designer clothing or follow fashion trends. Superstar youngsters wear designer labels and have their images posted on multimedia platforms regularly.
Designers are taking kids wear to the next level, aided by the fact that today kids are treated as adults, exposed to branded apparel, fashion media, rise in international travel, and enhanced awareness from peers, all contributing to the growing fashion-consciousness among children in a very big way.

In 2013, London played host to the first Global Kids Fashion Week. The sight of mini fashion models, hopping and skipping down the catwalk decked out in immaculate designer outfits has prompted mixed reactions.

It is not uncommon to see kids these days dressed up in expensive outfits and designer labels. Such is the state of our generation that the concept of age-appropriate dressing no longer applies. Indeed one need only look at the media and the ‘fashion icons’ proliferated online to see this. Kids wear clothing is starting to be much more adult-looking and following the adult trends.
Taking pride in your child appearance is as old as parenthood itself, though it was only after the Second World War parents began to aspire to anything more than “cleanliness” for their offspring, since the children’s wear market didn’t exist on a mass scale before then.

Parents are now opting to have fewer children — a recent survey carried out by the Office for National Statistics shows that the number of homes with three or more children has slumped by 14 per cent since 1996. Consequently the children’s wear market will continue to see growth because parents now have a lot more disposable income to spend on their children’s clothing.

Kids fashion tends to be cute, fun and colorful. This burgeoning market has incredible scope for creativity, but controversy continues to follow in its wake. In an article Vanessa Friedman wrote for The Financial Times in response to Children’s Fashion Week she argued that ‘Children…need the space to decide who they are’, without being overly influenced by luxury fashion brands and what they are worth.
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