1
INTRODUCTIONAcross British cities a
low, meaningful storm is brewing. It started in the playground, spread
to nurseries, toddler groups and after school classes, until it became a roar
against a tidal wave of media images. It began with simple disgust but as it’s grown it’s become a backlash of horror which has turned to boycott and protest. The war is against the
sexualised images of children in newspapers, magazines, television
programmes and films and its great-est champions are parents of young
children. What they want for their boys and girls is a simple uncluttered
look that celebrates the rough and tumble of childhood without sugges-tions of the undercurrents of adoles-cence and that means white fabrics with slashes of bold, vibrant colour
2
CONSUMERWe will find many parents interested in this trend, and few will find reason to discourage the somewhat return of tradition ideology, and innocents of youngsters. We will see parents who enjoy spending on their children, and have the cash to splash on expensive garments, and will not mind the short life span of children’s apparel. Shopping will be enjoyed, and seen as a necessity to these shop-pers.
We can expect to see them often updating their own wardrobe and spending money on aesthetics to
portray their wealth and personality. This consumer has their child’s best interests at heart and finds parenting
a pleasure and would see raising a child as their life’s work. They will
admire and praise their child’s char-acter and encourage them to strive for success, but always enjoy what
life has to offer.
PAN
TON
E 18
- 43
30
PAN
TON
E 14
- 48
16
PAN
TON
E 14
- 63
40
PAN
TON
E 13
- 08
59
PAN
TON
E 16
- 14
42
PAN
TON
E 17
- 15
63
PAN
TON
E 15
- 22
15
PAN
TON
E 17
- 30
20
TREND COLOURS
3
COLOUR STORYWith purity at the centre of this
trend, we look to a simple white as our base colour and find much solitude from the stillness and
peaceful aura usually associated with this colour. Our more vibrant choices
amongst the pallet are a juxtaposition to the simpleness, and
puckish peaches, vivacious vermilion’s and mirthful mints add
a burst of playful childlike fun to the simplicity of white. Primary and
secondary colours will take centre stage, and we wont be surprised to
see attention grabbing elements adding finishing touches to garments and being used in
accessories. Colour will lead this trend to the playful element it needs
to keep it feeling young and fresh.
Mirt
hful
Min
t
Ang
elic
Am
ber
Puck
ish P
each
Viv
acio
us V
amilli
on
Play
ful P
ink
Misc
hiev
ous M
auve
Ad
orab
le A
qua
Cla
mor
ous C
erul
ean
4
FABRICSFabrics will be hard wearing, and resilient enough to withstand the rough and tumble nature of most
youngsters. Nano-tex’s advances in stain and spill resistant fabrics will
play a big part as consumers will be looking to keep children presentable,
but still free to explore and act free natured. Other advances in all
condition, and thermal respondent fabrics will come into play as children
will be prepared for all conditions and parents are left at ease know-
ing there child is protected from the elements without playtime being compromised by uncomfortable
temperate changes. The aim of the game is to make sure these clothes
are able to hold up to the knocks and scrapes of the day-to-day adventures
of the modern child, but still have the comfort and style the consumer looks
for when dressing there offspring.
5
SILHOUETTESSilhouettes will be feee flowing and account for the rabid and energetic movement of child’s play. Inspiration will be taken from industrial wear, and we will see elements taken from space suits, public service uniform and utility wear, with quilted jackets, formal shirts and hard wearing trousers all being worked into both casual and smart wear. We will see a conservative under thread running through this trend, and some items will even go as far as having a unisex style. Children will feel at ease in these garments and they will find themselves working with the styles to adapt to their surroundings. Removable sleeves and trouser lengths will be a practical solution to seasonal wardrobe changes, and will mean pieces will carry through to following years. Elasticated cuffs on wrists, ankles and waistlines will also be a feature that enables items to change with the rabid growth of childhood.
7
KEY DETAILSPockets, buckles, zips, buttons, and fastenings will all be used in abundance, and detachable elements such
as badges and felt patches give creativity and individuality back to the child, and can reflect their ever changing personality. Multicoloured stitching
will illuminate the vast white areas and highlight the intri-
cate design techniques and quality of the garments. Pockets will provide a handy storing place for treas-ure and trinkets alike, and with the ability to detach and reattach as they desire, children will revel in the
chance to experiment with the design of their apparel.
Child are celebrated for their love to dress up and act out their fantasies in full force, and accessories are of paramount impor-tance when dressing incognito. Add ons will be bold and eye catching, and everything from bags to bracelets will comple-ment the bright designs of the garments. Colour blocking will be seen amongst the younger generations and solid colour accessories will achieve the desired look, and will encourage visual stimulation amongst younger generations.
ACCESSORIES
8
CONCLUSIONThis trend will be a welcome alternative to the overtly sexual attitude many youngsters are coming to accept as a normal childhood. Parents can comfortably, and stylishly buy for their children knowing that they will be physically comfortable and mentally stimulated by the interactivity of the garments. Each piece will offer a chance to show of their unique character and vibrant personalities. This is a true turn around to the current market and gives the power pack to the parent.