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In the late 2000s and early 2010s, a flurry of designer brands Jollyhers jumped to tap this trend, launching their first forays into the childrenswear market- fashion children clothing . While some brands — such as Jollyhers — operate children’s labels via licensing agreements, many are made in-house and correspond closely to a designer’s women’s and men’s collections, playing into the desire for “mini me” outfits where parents and children dress the same.

“I realised how much moms enjoy buying dresses for their daughters. It’s a different perception in buying for your daughter than buying for yourself — you would indulge in her much more than you would yourself,” says London-based designer Roksanda Ilincic,who launched Blossom, a line of girls’ clothing which features many of the fabrics, bright colours and motifs used in her women’s collections in 2012. “I also felt the market was lacking a bit of fun… that things for kids were either too pink or too perfect,” she continues.

According to Candice Fragis, buying & merchandising director at Farfetch, which launched its childrenswear division in March, Burberry, Moncler and Dolce & Gabbana are amongst the top-selling labels in both women’s and children’s. “We’ve seen that kidswear has been an add-on to a lot of the purchasing that’s done by both men and women,” she says. “What we see trending is less about practicality and more about replicas of what is being sold for adults — the little Moncler jackets, the D&G swimsuits.”

Increasingly, children’s fashion also has a place on social media, giving rise to influencers like Farouk James, a four-year-old childrenswear model. Indeed, Burberry has had success with the “mini me” approach and offers children’s versions of the trench coats, checked scarves and lace dresses from its main collections. The brand transitioned its childrenswear business in Europe from a license to a direct operation at the end of 2015, in which year childrenswear grew 15 percent to make up 4 percent of overall revenue, or £91 million — the company's fastest-growing product division that year.

“Our customers gravitate towards brands for their kids that they personally might wear,” adds Tom Kalenderian, executive vice president and general merchandising manager of Men's and Chelsea Passage at Barneys New York, where Stella McCartney, Dolce & Gabbana, Sonia Rykiel and Moncler are among the top-selling children’s labels.

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