Playtime Paris held its 22nd edition this past weekend, showcasing the latest collections for the Spring Summer 2018 season. The theme for this seasons show was All Together which ran throughout the show. The trend area this season featured three key trends curated for the show all relating to the overriding theme, these were Make, Repair and Share.
In total 520 brands showed this season, with a wide variety of existing and emerging brands within the kidswear market. This season provided many innovative and exciting collections that were strong in both design and consideration, with a high focus on sustainability, practicality and protection against the elements.
Image: Milk & Biscuits
Alongside the main show space there was also a Milk x Playtime pop-up store which saw 30 impactful brands within kidswear show their latest collections in a considered and creative environment.
Brands to Watch
Within the ‘New Now’ area that provides a seamless exhibition space for new and upcoming brands, our team saw many fresh and ingenious approaches to kidswear. Playtime provides the perfect platform for these brands, enabling them to have a step-up within the industry and display their designs to the most influential and impactful figures within the kidswear industry. Alongside the New Now section there was also some new names within the market that appeared throughout the show, giving equal opportunity to both new and existing brands.
Sproet and Sprout were a particularly stand out brand within the show. Originating from The Netherlands this brand embodies a fresh form of unisex dressing for kids. They are inspired by the imperfections that make us all different and this had led them to create clothing that has a somewhat raw and unpolished finish, allowing kids to be like kids in their clothing. Treehouse is by Belgium based designer Anja Schwerbrock. The brands focus is to create edgy and experimental designs for children, with incredibly soft and subtle fabrications that are gentle on children’s skin. The final brand to watch is Where is Marlo. This up-and-coming contemporary childrenswear brand from Switzerland is offering a new contemporary approach to the market. With colourful and distinctive designs this brand really stands out with its strength for innovation and detailing.
We have selected two key themes that are set to dominate the Spring Summer 2018 market for kidswear that have emerged from the show.
Early Awareness has developed from the show, teaching from a young age the importance of protecting the planet now to ensure a better future for the generations to come. Swiss brand Lea & Jojo create sustainable outerwear and accessories and the material for the shell and lining of the pieces is created from 100% recycled plastic. With every purchase the child receives a story book that tells the tale of the effects of global warming through the eyes of a polar bear named Iluq. Another brand that displays the importance of early awareness is Sun-Fi. This is the first kidswear brand to create clothing that has an inbuilt factor 50 within the material, offering high protection for children when they are exposed to the sun. By having this type of protection within the material, it teaches children from an early age the importance of sun protection.
Timeless Classics explores the introduction of slow fashion within the kidswear market. High quality considered designs evoke a new form of hand-me-down with timeless silhouettes, made using hard-wearing fabrications ensuring a sense of longevity. Unlabel Kids is a Lithuanian brand that focuses on creating pieces that are timeless and can be worn year in year out. Simple detailing and high-quality fabrics creates the perfect balance between style and sensibility. Monty & Co. is a British brand that strives to create unisex pieces with a timeless essence. With a workwear aesthetic this brand creates authentic designs that encourage children to play and discover without limits, and with the high-quality fabrications and fastenings the pieces are ensured to last many years.
Discover three key emerging trends that have emerged from this seasons Playtime Paris.
Retro sporting influences are emerging through kidswear for this season. Bright primary colour pops and collegiate motifs feature on classic zip-up styles and colour block t-shirts, emphasising this youthful sports infusion into the kidswear market.
Say it in towelling with towelling motifs that speak for themselves. Textured letters spell out statement slogans and messages for all to see. Contrast colours are key, ensuring the lettering placements stand out in a bright and playful manner.
Beach Ready Rustics
Made for the summer, these beachcomber basics are given an organic overhaul with raw fabrications and muted colour palettes. These simple beach cover-ups are perfect for warmer weather. Lightweight fabrications ensure the clothing sits comfortably on the skin. Subtle deckchair inspired stripes add an extra element to these beach-ready basics.