Miniature Baby Dolls

Branding the baby

With the launch of several children's lines from mega fashion brands such as Fendi, Lanvin and Gucci, however, parental projection is going to a new level, with a mini-me dressed to impress rather than for recess.

Quality children's wear has been around for ages, but until recently, traditional brands such as Bonpoint were the height of toddler fashion and were worn only for special occasions.

Last week, as fashion editors poured out of Lanvin's resort collection presentation in Manhattan, the buzz wasn't about the house's beautiful cocktail dresses but the new children's line, which designer Alber Elbaz saved for his finale. Following in the grand tradition of Jeanne Lanvin, who made children's wear in the early 1900s, Elbaz was met with oohs and aahs as he showed his miniature confections for girls, some accompanied by dolls in matching outfits.

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Although there were a few early adopters, such as Armani and Stella McCartney's wildly popular collections for the Gap, the fashion world's enthusiasm for kids' clothing has reached a frenzied pitch this year, with design houses adapting ready-to-wear looks, allowing mums and dads to match their kids.

This northern hemisphere spring, Gucci launched a line for babies and children aged two to eight years, following an ad campaign starring Jennifer Lopez and her offspring frolicking on the Malibu beachside.

The collection, which includes a full line of clothing along with shoes, handbags, jewellery and sunglasses, ranging from $US50 to $US3550 ($47-$3365), incorporates iconic Gucci totems. The horse-bit hardware appears on leather booties, and the double-G monogram appears on everything from raincoats to scarfs.

"The children's clothes have all the hallmarks of Gucci but are designed to allow children to really express themselves," Gucci creative director Frida Giannini says.

"I used luxurious materials but also took great care to make every piece child-friendly. There obviously needs to be an emphasis on comfort because children want to move and play as they wish."

From parents' perspective, the most pressing concern might be that the product doesn't sexualise their children, a challenge for houses known for a more revealing silhouette.

Come December, Young Versace, Donatella Versace's pint-size interpretation of the Italian brand's decadent aesthetic, will hit stores. Similar to Giannini's approach, the collection features house iconography, including the Medusa symbol and Greek-frieze motif, on pieces like a crystal-trimmed skirt and a one-shouldered minidress. For boys there's an embroidered T-shirt featuring a mohawked preschooler sketch. Versace insists it's all in good fun.

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