The clothes may be small, but designers are betting on big business as they launch childrenswear brands.
On Thursday, Diane von Furstenberg became the latest designer to venture into children’s fashion as her signature wrap dresses and prints hit the racks at Gap Kids and Baby Gap in miniature sizes.
Ranging from $20 to $120, the pieces went on sale at U.S. stores today and will be available internationally on March 28.
“Versace, Gucci, Oscar de la Renta — they’re all coming out with their kids’ brands these days and targeting the U.S. market because it is becoming a new trend here as well,” said Gina Rizzo, co-founder of Petite Parade .
While Europe has traditionally been a popular market for luxury childrenswear, the U.S. is now following suit.
“I think there’s a lot more focus on the children’s market design-wise, especially in this country, which was not that prevalent before,” said Carolina Zapf, who designs the Baby CZ brand . “I mean historically there’s been always a lot from Europe, but out of this country there are wonderful companies that are doing great, innovative things and fun things.”
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