Labels to Watch: 5 Childrenswear labels to keep an eye on

Clothing for adults presents itself in a variety of aesthetics, and
children’s fashion is no exception. From princess dresses to timeless
pieces and clothes with a more sporty feel or elegant lines, the brands,
which operate in this segment, display very distinct universes. In this
article, FashionUnited has selected five labels that are shaping children’s
fashion.

Mori

British label Mori offers pieces with simple designs in soft, natural
tones. Its range includes day and nightwear for babies and children as well
as a wide selection of accessories such as hats, mittens and booties.

The Zip-Up Sleepover night suit, which ranges from 0 to 18-24 months, is
one of the company’s bestsellers. It retails for 33 pounds, and is
available in stripes, polka dots or solid colour versions. Another popular
item from the brand is the Mori Original Joggers, a comfortable jogging
suit with a tight fit around the ankles and waist, priced at 25 pounds. The
Dino Recycled Waterproof, a navy blue coat styled with grey details that
echo the spikes seen on certain dinosaurs, cost 65 pounds. It is lined with
100 percent recycled polyester micro-fleece.

Mori, which claims a more sustainable approach, makes a large proportion
of its items such as its jumpsuits, bodysuits but also its children’s
cardigans from a blend composed of 30 percent organic cotton and 70 percent
bamboo.

Founded in 2015, Mori has an e-shop as well as its own boutique based at
97 Northcote Road in London. The company is distributed through
international retailers located in the US, Spain, Singapore and Canada. It
is also present on the French market at Émeu, a concept store dedicated to
the world of children, which has a shop at 156 avenue Ledru-Rollin in
Paris.

Raquette

Tennis is the major inspiration behind the Raquette brand, which decided
in 2020 to reinterpret the aesthetic traditionally associated with the
sport to create a wardrobe that is “comfortable, versatile and functional
in a modern style”, it declared on its e-shop.

The company focuses on a streetwear style expressed through sweatshirts,
joggers, tennis skirts, oversized dresses and zip-up polo shirts. The
garments can be worn out on the town or for sporting activities, and are
designed to fit “on and off the pitch”. They are aimed at children and
teenagers aged 3 to 12.

The Purple Clay Longsleeve model, a burgundy jumper with a round neck
and long sleeves, is priced at 38 euros on the brand’s e-shop. The matching
jogging bottoms are sold separately for 58 euros. The iconic tennis skirt,
revisited in a bright orange pleated version and tightened at the waist
with a white cord, is priced at 68 euros. The City Bomber 365, a quilted
taupe bomber with button-up front, costs 125 euros.

On its e-commerce site, Raquette offers consumers the chance to buy its
past collections at discounted prices. The company claims to donate 1
percent of its annual revenues to organisations that fight for the
environmental cause.

The Barcelona-based brand is available in France at kidswear store
Cémarose in Cannes. It is also sold in the Parisian boutique Little & Cool,
a company specialising in the sale of clothing and toys for children and
babies. It can also be purchased via the US e-commerce platform
Whoopikids.

Mipounet

Although the French names of its collections may be misleading, the
Mipounet brand is indeed of Spanish origin. Launched in 2018 in Valencia,
it stands out thanks to children’s items with a romantic and poetic
spirit.

The brand’s autumn-winter 2023 collection, entitled “Marvellous
Creature”, incorporated a cream cardigan dotted with blue flowers, a
caramel jumper with puffed sleeves and a wide openwork knit collar or a
pale pink midi dress with oversized balloon sleeves and a cloud-shaped
collar.

The brand also offers a selection of pieces for little boys such as
short-sleeved gingham shirts, knitted jumpers and round-neck sweatshirts
decorated with one or more birds.

Mipounet clothes are on average priced between 45 and 164 euros,
excluding sale items. Bobs, meanwhile, are 35 euros.

Mipounet attests to producing timeless pieces in reduced quantities “so
as not to overproduce stock and to prioritise quality over quantity”, the
company stated on its e-shop.

The brand, which is only present online, is resold at Instant Louvre, a
concept store dedicated to children’s fashion in Bruyères-le-Châtel in
Essonne. It can also be purchased via online retailers such as Ladida,
Bambini Fashion, and Maisonette.

Marsou

Founded in 2018, French e-shop Marsou dedicated to children opts for
classics carefully reinvented by playing on materials, patterns or even the
choice of collars.

The retailer’s “Wolf coat”, features a pointed hood, small round
pockets, a buttonhole positioned on the side and a fleece fleece lining.
Made in France, it retails for 96 euros. The ‘Zebra A Col’ cardigan, which
features a ruffled collar and a series of buttons at the front, is made
entirely from GOTS-certified organic terry cotton. It retails for 42 euros
on the brand’s e-shop.

The Reidi romper with leopard print and claudine collar and the
Becassine pyjamas, one of the brand’s essentials, are priced at 59 and 49
euros respectively.

Marsou products are available from French second-hand children’s and
baby goods platforms Smala and Nono & Nora, as well as the UK’s
childrenswear site Junior Edition.

Antoinette Paris

“The first idea was to bring the heritage of traditional French clothing
to the United States,” said Antoinette Paris founder Aurelia de Sailly on
the brand’s e-commerce site.

Antoinette Paris, which was launched in 2017, is a French clothing brand
for children aged 3 months to 10 years. It stands out through an elegant
and feminine aesthetic embodied by extravagant yet delicate dresses.

Antoinette Paris offers a range of choices when it comes to dresses,
which can be in plain silk, tartan patterns, with sleeves that are somewhat
rolled up or completely puffed up, collarless or with a claudine collar, in
a straight or rather puffed cut, sometimes adorned with flowers,
butterflies or other embellishments. However, they are almost always
knee-length, colourful and give those who wear them a princess look for a
day.

The dresses are on average priced at 150 euros. The brand also offers a
number of pieces for little boys, including dungarees inspired by Christmas
decorations at 141.95 euros.

Antoinette Paris has an e-shop in English on which it sells its
products. It is also distributed through the American children’s
marketplace Maisonnette.