What do you think has been the catalyst behind brands developing their own kids wear lines? Just another category to make money in, or do you find that brands are just faced with new generations of people who are much more fashion conscious and they want their kids to reflect that?
I think consumers in general are way more savy. They know exactly what they want and they can get what they want in five minutes with things like Amazon Prime at their doorstep. They can see what is happening on the streets of Tokyo right now and they can buy it too. I think people are way more informed than they were 20 years ago and they are more powerful too and they expect more in turn.
I don’t think I would have had the same venue 10 years ago even. I would have had to sell my designs at a pop up in my neighbourhood, whereas now my customer base is all around the world. It’s so crazy.
Photography by Layli Samimi