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The Honolulu Advertiser
Posted on: Sunday, July 6, 2008

Fashion's latest fad: couture for kids

 •  For bookworms, big and small

By Emili Vesilind
Los Angeles Times

LOS ANGELES — When Samantha Meiler shops for her son, she has a very specific look in mind: designer jeans, velour track suits, L.A.M.B. sneakers, a sporty-urban vibe.

"My son's style is very Kingston," she says, referring to Gwen Stefani and Gavin Rossdale's boy. "I make no qualms about it. I see pictures of Kingston and I say, 'I want that outfit for my son.' "

Of course, lil' Rossdale is still a toddler, and Meiler's son is just 21 months old. But they're part of a growing set of pint-sized fashion plates, wearing shrunken-down versions of trendy adult clothes.

In the past few years, the obsession with dressing little kids like Dogtown skaters, Malibu moms and even Upper East Side socialites has hit a new, Suri-high level.

More clothing companies than ever are producing what the rag trade refers to as mini-me clothes on every price level. Marquee American designers, such as Phillip Lim and Marc Jacobs, are turning out Lilliputian renditions of clothes that sail down the runway each season.

European design houses that have a long tradition of producing children's clothes are paying more attention to their kidswear lines. Instead of just churning out jumpers in Burberry checks or Missoni waves, they're making children's clothes that look like grown-up togs in teeny-tiny sizes. So naturally, the fast-fashion folk have followed suit: H&M and Zara are turning out mini-me looks for kids of all sizes.

While women's national apparel sales have followed the economy downward, kids' clothing sales have dipped less profoundly, according to retail research company NDP Group. And sales for infant-toddler clothes are the only clothing sector that's significantly up, from $14.7 million in March and April 2007 to $15.3 million in the same period this year.

The media coverage has "just created a bigger push and demand for shrunken-down adult clothing," said Serge Azria, designer for contemporary women's line Joie, which recently debuted kids' and tween collections that sell at Barneys New York and Lisa Kline Kids.

"Kids are getting more informed these days about what labels that their favorite celebrities wear and want to emulate their favorite role model," Azria says.

These tots might not be moving $3,000 Balenciaga bags, but after Tom Cruise's chubby-cheeked daughter Suri, who was recently fitted for a pair of custom Christian Louboutin shoes, was seen in a belted Burberry dress, the house's signature nova check plaid started popping up on kids all over L.A.

Eugenia Ulasewicz, president of Burberry in the Americas, couldn't gauge the Suri effect but overall characterizes kids' sales as "very strong." And it might be naive to think that Suri and her pals, including the Beckham boys, aren't at least partially responsible. After decades of licensing out its children's lines, Burberry is progressively bringing these collections in-house.

"Where we did have children's clothes, we saw there was a real customer appetite for our product," Ulasewicz says. "When you saw adult versions done in children's versions, the consumers were embracing what we did."

But what rational person pays $180 for a Burberry shirtdress or $150 for a Little Marc (Marc Jacobs) swing coat for a human being still working out how to twist the cap on a bottle of Elmer's? Sure, there are christenings and special events that justify a special purchase, but for some — even some with money to burn — buying duds that cost more than dinner at Mr. Chow smacks of wastefulness.

Ali Froley, a mother of two young children who runs the Los Angeles office of the public relations company Bismarck Phillips Communications & Media, said the practice of dressing your kids like a celebrity tot is "personally, just a little sad. It's, like, dress your kids like themselves."

But for some parents, dressing their 4-year-olds in Tod's loafers and Chloe dresses is just another way to assert their style and affluence.

"You can live out your fashion fantasies through your kids," says Meiler, who dissects duds worn by celebrity offspring for Life & Style.