I never quite understood the appeal of designer kid’s clothing, because children tend to do two things that are incompatible with expensive clothes: grow really fast and spill crap on everything.
But maybe I don’t get it because I don’t have thousands of dollars for clothing or any small children to dress, but maybe I also don’t get it because it makes precious little sense.
Roberto Cavalli is the latest high-fashion designer to launch a childrenswear line; his Cavalli for kids hit stores on July 30.
The line makes ample use of leopard print (of course), and includes tops, bottoms, sweaters, coats, dresses and accessories.
Cavalli has a lot of company in the market, though—Fendi, Marc Jacobs, Charles James, Burberry, Lanvin, Gucci, Stella McCartney, Dior, Oscar de la Renta, Marni, Missoni and Philip Lim all also have children’s lines.
In a New York Times piece about the rise of designer childrenswear, a Brooklyn boutique owner and former luxury industry employee says something that will disgust you:
“I just can’t justify the prices,” said Chantal Scott, a mother of a 5-year-old, who owns Livie & Boo, a children’s resale shop in Brooklyn. “I know how much things really cost.” She meant the standard markup, which for luxury brands is roughly 7.5 times cost. So if the price of a dress is $375, the cost is $50. By contrast, a vertical retailer — a chain like the Children’s Place — uses a 3.5 markup.
So if you need a $100 t-shirt or a $140 pair of jeans or hell, an ivory silk baby dress for $500, check out Cavalli’s new kid’s line. Or you can get the kid a $15 twin set from Target and donate the rest of that money to a children’s charity or something, because the truth is they will spill red or green or orange stuff on their clothes and they will not give a shit.