Will Swedish fashion for kids have an upswing now that we've got a royal baby? Photo: Charlie Lee
I have a somewhat cool relationship with the Swedish – and Norwegian – royals (google me and see that I’ve been “slating” the style credentials of both princess Madelaine and princess Mette-Marit). But I have once met Crown Princess Victoria and must say I have a lot of respect for her; she’s extremely professional.
It can’t have escaped anyone that a royal baby has been delivered in Sweden and that her name is Estelle. She will soon be Sweden’s most fashionable baby.
This also seem to be what fashion companies are banking on. I might be harking on about Björn Borg, but this time it’s unavoidable since the company is launching a royal baby collection, in essence baby blue and pink babygros with crowns on them.
The market for upmarket baby and childrens clothes is increasingly seen as the next luxury segment to take off. Add royal babies to the mix (apart form Sweden there’s a new baby in Denmark and of course everyone is waiting for the British royals to confirm the rumours that the Duchess of Cambridge is indeed pregnant).
Sweden has at least one major kids brand and that is Polarn O. Pyret, known mainly for their stripes, and their graphic, clean, design-y look – but brands such as Acne also make clothes for children.
The most interesting scenario though is the growth of high quality clothes in the mid price sector, with a minimalist aesthetic or otherwise high design factor – mirroring the success of adult Swedish fashion brands. It might not be Marni for kids, but then again there will be a huge market for aspirational kids’ clothing (even larger than today). Among the Swedish brands that might be on everyone’s kids are Charlie Lee, by fashion veteran Lena Wallensteen, Modéerska Huset, a collection of colourful sustainable children’s wear, the ballerina flats by Mina, Mini Rodini, by Cassandra Rhodin who is a well-known fashion illustrator, and the slow clothing brand LUDD.
No matter what happens, that baby is going to be made into an aspirational fashion baby. That’s just how media work. I’m predicting a “get the royal baby look” article after her first appearance.
