Category
Fashion
Scaled Restraint
Trend cluster
Category
Infantilized
Couture
As the luxury market expands, brands appeal to younger and younger consumers.
5.2
Trend score
Trend
What is the Infantilized Couture trend?
Infantilized Couture: Previously a market saturated with products for older, wealthier individuals, the luxury goods market is acknowledging the younger generations with a taste for expensive goods with products and campaigns that speak directly to consumers under 18. This acknowledgement reinforces young consumers' choice to shop luxury and broadens the market's perceived clientele base to be something that parents will take their children to partake in.
Trend themes
Themes within the Infantilized Couture trend
Three behaviours holding the trend together01
Youth-Oriented Luxury
Luxury brands are acknowledging younger generations with a taste for expensive products with campaigns that speak directly to consumers under 18.
02
Refined Childrenswear
High-quality fabrics such as cashmere and wool are making their way into luxurious childrenswear, further legitimizing designer clothing for kids.
03
Spunky and Rebellious
Upscale fashion is pairing traditional, preppy styles with grunge-inspired looks and edgier designs to create a spunky, rebellious feel.
Industry implications
What the Infantilized Couture trend means for industry
Where the trend changes the playbookFor
Luxury Fashion
Luxury fashion brands are targeting younger generations to broaden their clientele base and expand their market.
For
Childrenswear
High-end childrenswear collections are expanding, featuring luxury fabrics and a range of customizable options.
For
Marketing and Advertising
Upscale fashion campaigns are shifting to appeal to a younger demographic, utilizing spunky, rebellious themes and schoolgirl chic styles.
Trend signals
Trend signals for Infantilized Couture
Trend score 5.2 out of 10, from popularity 82%, activity 66%, freshness 8%.
Popularity82%
Activity66%
Freshness8%
Audience
30%Men
70%Women
- Gen Alpha
- Gen Z
- Millennial
- Gen X (not a primary audience)
- Boomer (not a primary audience)
Market
North America
Europe
Asia-Pacific
Evidence
Examples of the Infantilized Couture trend
4 featured examples from May 12, 2013 to Jan 6, 2014CategoryLife-Stages
Courtly Sophisticated Childrenswear
‘Aristocrat Kids’ SS14 Collection is Youthful and
Opportunity for disruptive innovation in the childrenswear industry by creating high-end, sophisticated clothing for young kids.
CategoryLuxury
Luxe Childrenswear Collections
Les Enfantines' Luxury Children's Clothing is Refined
A growing market for high-end children's fashion brands to offer designer pieces made from luxurious materials.
CategoryLuxury
Spunky Boarding School Campaigns
The Chanel SS 2014 Campaign Screams Good Girl Gone Bad
The fashion industry can leverage the 'good girl gone bad' aesthetic portrayed in the Chanel SS 2014 campaign to tap into younger audiences.
CategoryLife-Stages
Luxurious $50,000 Baby Soothers
This Black Diamond Pacifier is for the Extremely Pampered Toddler
The luxury baby products industry can explore the creation of high-end pacifiers, feeding accessories, and other extravagant baby essentials for affluent parents looking to spoil…
