CIFF kids displayed some truly exciting brands at the trade show in Copenhagen last week, with a shift from fast fashion to more tailored, timeless and unisex pieces in quality materials. Mummymoon demi couture kids collection for Autumn Winter 2016/2017 is a fine example, with handcrafted beautiful childrenswear.
More parents would not only want natural and organic childrenswear, but are also looking for great quality that last and can be handed down to younger siblings. When visiting the trade shows buyers are on the look out for unique pieces who discerning parents would like to buy for their children. Brands who design simple yet classic clothing in quality materials with attention to details will be the one that succeeds in a highly competitive market. Designer labels needs to distinguish themselves far from a competition with high street brands.
Mummymoon’s demi couture collection provides the brand with an opportunity to make artfully designed and crafted pieces in larger numbers. The Autumn Winter 2016/2017 collection sees simple, minimalistic styles to more labour intensive crafted couture pieces in innovative materials. Take the Mummymoon track dress; crafted from meters of fabrics into one tailored dress, beautifully fitted around the shoulders. The hand sewn vertical folds not only gives the dress a contemporary look, it also creates excellent comfort and draped feel, unrestrictive to the child’s activity.
Another stand out piece in the collection is the oversized grey wool coat in a playful black polka dot print. The snug winter warmer will fit boys and girls equally well. And the understated coolness combined with the cozy material of this piece will make you wish Mummymoon made it in your size.
Although there are styles which allows plenty of room for small tummies and that will easily accommodate tots roaming around the park, some of the styles has a more grown up feel to them, perfect for the pre-teen. Sizes now run up to age 14 years.
We are completely in love with this collection, for all good reasons; amazing design and sustainable production. It truly is lovely to see Mummymoon’s growing success, not only as we are lusting after the individual pieces but also because we see it as a confirmation that Slow Fashion finally and firmly has reached the childrenswear sector.
After a successful trade show season we can expect to see Mummymoon demi couture collection for AW16/17 in more shops worldwide, from August 2016. Meanwhile, here is a small preview.
Ieva Juodelyte launched Mummymoon’s first collection in 2011 in Norway. Originally inspired by the rugged landscape of Norway’s west coast and the Nordic light. The designer has since moved back to her home country, Lithuania. The collection has grown organically every season, relying on support from customers and press.
Follow the brand through their blog mummymoonlife.co.uk
For more trends from CIFF kids – see our trend report here.