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Trends in Baby Clothing and Children’s Fashion

The baby clothing and childrenswear market is changing fast, with new and young mums more interested in what their children wear, and where it comes from. Social Media and awareness of the environment are driving many of these changes. We briefly present some of the trends in baby clothing and children’s fashion below, but look out for our forthcoming articles which will dive into some of these topics in more detail!


  1. Personalisation/Customisation

For a while now, personalised baby clothing and customised childrens fashion has been making its way to the forefront of the market. Being able to add a unique touch to your clothes really helps you stand out when gifting to a little one, or just for your trendy child to wear everyday. Newborn gifts and general presents are considered more thoughtful when personalised.

Trends in Baby Clothing and Children’s Fashion Sewing Machine picture


High street brands like Gap, Next and Mothercare are now offering personalisation options. However, at Sonality we feel we have taken it a step further…naturally! We offer TOTAL personalisation/customisation for Babies and Kids like you have never seen before. We allow you to design items from scratch or choose from one of our existing designs in our inspiration page and totally personalise as you wish. So we’re really pushing the boundaries of what personalisation is and hope to be at the forefront of this revolution.


  1. Non Gender Clothing

Anyone who shops for kids clothing will know what awaits them in many high street stores. Pink and purple clothes with unicorns and fairies for girls and dinosaurs, trucks and spaceships in green and blue for boys. However times are changing. Girls like dinosaurs and there’s no reason why boys cannot wear pink and this is being reflected on the high street.

Trends in Baby Clothing and Children’s Fashion Unisex clothing icon

In 2017, John Lewis became the first retailer to ditch the ‘boys’ and ‘girls’ labels from its children’s clothing range and Clarks announced that’s its 2018 range will be designed with an ‘entirely unisex approach’. There are now also many online retailers such as Little Bird and Mini Rodini who are also offering fun, unisex kids wear.


  1. Sustainable Fashion

The fashion industry is the second most polluting industry in the world and as a result of this kids clothing is seeing a shift towards sustainability. Sustainability is considered as reducing the environmental impact from the production process. It also concerns ethical guidelines are in place when it come to safe working practices in factories and ensuring a fair wage is paid.

Trends in Baby Clothing and Children’s Fashion Sustainable image

H&M has vowed that all of its clothing will be 100% per cent renewable, with fair working practices and using sustainably sourced materials by 2030. It has also pledged to eliminating greenhouse gas emissions from its production process by 2040. H&M’s  current ‘Conscious Kids’ collection is leading the way,  with all items made from sustainable materials including ones that are recycled, organic or certified by the Forest Stewardship Council (FSC). With environmentally conscious clothing, you can feel safe in the knowledge that your little one is wearing baby clothes that have been made with future generations in mind.


  1. Organic Clothing

Closely linked to sustainable fashion is Organic Clothing. For new parents, parents to be and parents of young children, they want their children to wear the safest and softest material to protect delicate newborn and young skin. For this reason, many brands use organic cotton produced without the use of pesticides or chemicals that can irritate skin or aggravate allergies; this is especially true for newborn gifts.

Trends in Baby Clothing and Children’s Fashion Organic Cotton Image

At Sonality our core belief is to be sustainable and where possible use certified organic clothing manufacturers and minimise the use of non-recyclable waste. Currently, all of our manufacturers have the Global Organic Textile Standards (GOTS) or Oeko-Tex certifications, which means no chemical pesticides or fertilisers can be used in production and farmers must work under safe conditions with an agreed minimum wage. 90 % of Sonality’s range is made from Organic Cotton with a strong preference for organic cotton where possible.

  1. Twinning

As the phrase goes ‘Twinning is Winning’ and this no longer applies to actual twins! Mums want their daughters to dress as ‘mini me’ and dads want coordination with their sons. Next’s ‘Just Like Me’ collection coordinates looks for kids and grown-ups and Matalan’s ‘Mini Me’ range has adorable matching mini me outfits from T-shirts, Dresses, Suits and PJs. Mini me London is an online kids clothing brand that aims to bring fun and style to dressing up with kids by offering matching outfits for adults and children.

Trends in Baby Clothing and Children’s Fashion Twinning Sonality Image

  1. Moving Away from Fast Fashion

Fast Fashion is inexpensive clothing produced rapidly by mass-market retailers in response to the latest trends. However with people thinking more and more about sustainable fashion there is starting to be a shift away from fast fashion towards more clothes that last and can be kept and used longer. For mums and dads sustainability means quality. It means buying long lasting, robust clothes for kids with the potential to be handed down to future siblings. With this in mind, brands are now incorporating features that allow garments to grown with little ones eg. Roll up hems and adjustable shoulder straps. In addition to this, in Feb this year, a ‘Fast fashion’ tax on synthetic materials was to be considered as MPs crack down on clothes designers to prevent plastic pollution.