# Infantilized Couture As the luxury market expands, brands appeal to younger and younger consumers. By [Michael Hemsworth](https://www.trendhunter.com/Michael.Hemsworth), Contributing Researcher | Published Feb 5, 2014, updated Feb 20, 2014 | Category: [Fashion](https://www.trendhunter.com/pro/category/style-and-fashion-trends) Source: Trend Hunter, https://www.trendhunter.com/protrends/infantilized-couture ## Key Figures - Trend score: 5.2/10 - Evidence articles: 4 ## 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. ## At a Glance - Evidence: 4 featured examples - Articles from: May 12, 2013 to Jan 6, 2014 - Published: Feb 5, 2014 - Patterns: [Cyclicality](https://www.trendhunter.com/pattern/cyclicality), [Redirection](https://www.trendhunter.com/pattern/redirection) - Megatrends: [Tribalism](https://www.trendhunter.com/megatrend/tribalism), [Youthfulness](https://www.trendhunter.com/megatrend/youthfulness), [Catalyzation](https://www.trendhunter.com/megatrend/catalyzation) ## Audience - Gender: 30% men, 70% women - Primary generations: Gen Z, Millennial - Top markets: North America, Europe, Asia ## Themes within the Infantilized Couture trend ### Youth-Oriented Luxury Luxury brands are acknowledging younger generations with a taste for expensive products with campaigns that speak directly to consumers under 18. ### Refined Childrenswear High-quality fabrics such as cashmere and wool are making their way into luxurious childrenswear, further legitimizing designer clothing for kids. ### Spunky and Rebellious Upscale fashion is pairing traditional, preppy styles with grunge-inspired looks and edgier designs to create a spunky, rebellious feel. ## What the Infantilized Couture trend means for industry ### For 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 for Infantilized Couture Trend score 5.2 out of 10, from popularity 82%, activity 66%, freshness 8%. - Popularity: 82% - Activity: 66% - Freshness: 8% ## Examples of the Infantilized Couture trend 4 featured examples from May 12, 2013 to Jan 6, 2014. - [Courtly Sophisticated Childrenswear](https://www.trendhunter.com/trends/aristocrat-kids-ss14): ‘Aristocrat Kids’ SS14 Collection is Youthful and (Category: Life-Stages) Implication: Opportunity for disruptive innovation in the childrenswear industry by creating high-end, sophisticated clothing for young kids. - [Luxe Childrenswear Collections](https://www.trendhunter.com/trends/luxury-childrens-clothing): Les Enfantines' Luxury Children's Clothing is Refined (Category: Luxury) Implication: A growing market for high-end children's fashion brands to offer designer pieces made from luxurious materials. - [Spunky Boarding School Campaigns](https://www.trendhunter.com/trends/chanel-ss-2014): The Chanel SS 2014 Campaign Screams Good Girl Gone Bad (Category: Luxury) Implication: The fashion industry can leverage the 'good girl gone bad' aesthetic portrayed in the Chanel SS 2014 campaign to tap into younger audiences. - [Luxurious $50,000 Baby Soothers](https://www.trendhunter.com/trends/black-diamond-pacifier): This Black Diamond Pacifier is for the Extremely Pampered Toddler (Category: Life-Stages) Implication: 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… ## Recent trend clusters - [Scaled Restraint](https://www.trendhunter.com/protrends/small-luxury-watches) (Fashion) - [Sneaker Theater](https://www.trendhunter.com/protrends/sneaker-theater) (Fashion) - [Ritual Systems](https://www.trendhunter.com/protrends/ritual-systems) (Fashion) - [Athletic Styling](https://www.trendhunter.com/protrends/athletic-styling) (Fashion) ## Trending in Fashion - [Paisley-Shelled Collector Sneakers](https://www.trendhunter.com/trends/paisley-shelled-collector-sneakers) - [Fruit-Inspired Digital Watches](https://www.trendhunter.com/trends/themed-wristwatches) - [Deluxe Beauty Advent Calendars](https://www.trendhunter.com/trends/classic-and-prestige) - [Modular Winter Wardrobes](https://www.trendhunter.com/trends/moose-knuckles-fallwinter-2026) All articles: [Fashion](https://www.trendhunter.com/fashion)