Hello-Hello, welcome to a fab Wednesday here at the Prepatorium.
Today we take a look at children’s’ fashions, with an emphasis on the logofication issue. A number of publications have suggested These Challenging Times are fostering less conspicuous consumption, including smaller, fewer, and more discreet use of logos, particularly for luxury labels. This first picture may help explain why we’re confused. Above we share an image from Burberry’s online store in the Girls’ apparel category, but similar use of the company’s signature check motif is abundant throughout the site. These items do not seem to fit in the smaller and discreet categories.
Bloomberg recently did a story about luxury labels turning their attention to other revenue streams, including children’s wear; the story is titled Burberry $750 Kids’ Trench Coats Turn Playgrounds to Runways.
“Celebrity culture and status-seeking are driving the growth, according to Fflur Roberts, Euromonitor’s luxury-goods research manager.
Suri Cruise, the 4-year-old daughter of actors Tom Cruise and Katie Holmes, has been photographed wearing a Burberry fur- trimmed parka and beige velveteen coat lined with the brand’s signature plaid.”
To be fair, the iconic motif is seen very little on higher end Burberry London pieces, it is almost invisible in the Prorsum line. It is featured primarily on the lower end fashions and accessories targeted at the aspirational shopper.
The continued logo placement is not limited to Burberry. Your little ones’ feet seem to be a popular spot for advertising, below left, the D&G Infant Sneakers, the Gucci Baby Sneakers are on the right.
More from the Bloomberg story:
“…. dressing their kids in designer gear is a guilt-free way for fashion-focused parents to indulge their own penchant for following trends, Roberts said. “It makes them feel good,” she said.
“Parents increasingly see their children as a reflection of themselves so they want to make sure they look good and are in the latest things,” said Sarah Peters, senior retail analyst at Verdict Research, a part of the Datamonitor Group.”
Calvin Klein ensures everyone will know where Little Bitsy’s togs came from.
“Gucci, Fendi and Stella McCartney are among the latest designers to add luxury children’s collections to their company’s stable, a small step for high-end fashion but among the first signs of growth since the recession.”
A few items from the soon-to-launch collection from Ms. McCartney.
The Stella McCartney pieces do not disappoint, they are cute as can be, eminently wearable, and sans logos. Amen. When it comes to the children’s line, buzz on Planet Fashion is all about the Gucci Kids advertising: the word is that the campaign features Jennifer Lopez and her 2-year-old twins. From the Women’s Wear Daily story, “Gucci Gucci Goo“:
“The images feature a sun-kissed Lopez and her two-year-old twins decked out in Gucci clothes and accessories, including sunglasses, romping on the beach.”
Apparently the ads were almost never shot, according to this story:
“Jennifer Lopez’s cute new advertisement for fashion house Gucci with her twin babies almost never happened – because her husband Marc Anthony refused to turn the spotlight on their children.
The singer/actress reveals she struggled to persuade Anthony to agree to let their kids Max and Emme join their superstar mum and model in the photo spread, admitting he only relented because it was all for children’s charity UNICEF.”
We haven’t seen enough of the new Gucci collection to know if children are at risk of Logophobia or not, but be assured we will not drop our guard, vigilance is our watchword. (Heh,heh,heh.)
There is good news and bad news about two of our AntiPrep Wall of Shame member. First, the good: JWOWW’s clothing line is apparently not going to be created; Jezebel has more:
“Sad news for those who were eagerly awaiting our Boob Slings in the mail: JWOWW’s clothing line will not go into production, due to a trademark dispute.”
But now the bad: Snooki-branded products are now hitting the marketplace.
The folks at Happy Feet say the first 10,000 slippers ordered should be delivered in time for the holidaze. Can a Snooki Snuggie be far behind? (Surely we aren’t the first people to consider this possibility…?)
On that tragic image we say adieu until next time!