Tuesday, August 14, 2012

Target's Children's Clothes, Designed Without A Child in Mind.

I have always been passionate about children's clothing, the style, fabric and construction  – Rowantree's entire foundation is about offering a collection of children's pieces that are simple and comfortable, highly durable, and fun to wear. My styles are simple and designed to capture the essence and beauty of childhood.




I have received many calls today from journalists and online magazine editors asking my opinion of this article in the Sydney Morning Herald.   My answer.  It has always been of my opinion that Big Brand, children's fashion labels, design children's fashion without a child in mind or in sight.  I don't agree with dressing toddlers and young children in cutting edge fashion, I don't like grunge, silly sayings on tee's and I'm not a big fan of surf and street wear.   I like to see children's wearing clothing that reflect elegance, innocence, fun and play.  When I buy clothing for Rowan I am happy to take the time to search out particular brands that I know I can trust for style, value and durability and I am very happy to pay the extra cost for quality and point of difference.  

I would love to hear your comments on this article.  


12 comments:

  1. i know what you mean. i've noticed an increase in clothes and fashion shops for kids forcing them to look like mini teenagers. i believe in letting kids be kids.
    x

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    1. They are innocent for such a short amount of time. I never agreed with letting my children be looked at for any other purpose than to think how well behaved and mannered they were.

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  2. I haven't read the article but I LOVE, love that your philosophy is about wearability for little ones and durability - I think sometimes designer wear for children can be beautiful but lack functionality for a child's world and I love that you are keeping children in mind. I am bugged by the cheap/sexualised look of girls clothing and the really rude/ derogatory comments on kids clothes in the mainstream

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  3. I am with you on the rude derogatory comments of children's tee' especially the ones referring to social media sites! I understand that children eventually want to choose what they wear, and we as parents are the best role models. thank you for your comment.

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  4. I read about this after seeing comments on twitter. I then read the articles in the SMH and Age.
    Target is a wasteland of cheap synthetic dresses that I would be loathe to dress my girls in. When I shop there I stick to cotton basics and the range available for the older girls in plain colors without slogans all over them is severely limited.
    Sadly the fashion editor of SMH cited Megan Park as an alternative to chain store fashion....she clearly has more disposable income than me and is fine with her children growing out of their clothing when the tag has barely been removed!!
    At the end of the day the choice is mine as a parent but I agree with many that the general standard on offer for girls 7-13 whose parents don't want them dressing like teenagers is dire!!!
    Thanks for dropping by KATcapers too...so nice to have your comments:)
    Libby

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  5. I totally agree with you. I feel quite uncomfortable when I see children in teenage style clothing. It just isnt right. When on holiday once I came across a shop selling baby ts with incredibly inappropriate things written on them ie. My mum drinks..my mum shakes me..and some so rude I wont say. Children should be wearing children friendly clothes, bright colours and pretty patterns.

    LOVE the yellow dress! xxx

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  6. Totally agree. It's the same in the UK. I feel really strongly about this and am horrified by some of the clothes I see my daughter's friends in - so skimpy, teeny shorts, strappy tops. I don't mind the odd logo, like a hello kitty or peppa pig face, but I think kid's clothes should be comfortable, durable and classic. Like yours! x

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  7. Oh how I hate those inappropriate clothes you see in places like Target! I agree Roberta about trying to preserve the innocence of childhood, which seems theses days to be so fleeting. I hate seeing 8 year olds looking trashy in those clothes.
    My opinion is that it comes from the media and the increasing sexualisation of children.
    Having said all that it comes down to the CHOICE of the parent - not the child. I do buy some of Roxy's clothes in Target (for budget reasons), and I think they have a great range of serviceable cotton *plain* and stripy Ts, polo necks and leggings. If she ever starts looking at the trashy stuff I just tell her that's it's not what an 8 year old should wear and we won't be buying it. She's fine with that.
    The bottom line is choice. Parent's choice.

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    1. Just adding to that - I didn't mean to imply that we should have the choice to buy trashy clothes... far from it! They shouldn't be made for that age group at all. Fullstop!
      It made sense when I wrote it. LOL.

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  8. I agree totally. I am about to launch my own children's label and I recently posted something similar to what you are saying. Please take a look and tell me what you think. http://loopylu-loopylu.blogspot.com.au/2012/08/childrens-clothes-finding-inspiration.html
    Children need to be children, they need to be inspired to be free little spirits not constrained by their clothes. You have my 100% support. Well said
    http://loopylu-loopylu.blogspot.com.au

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  9. I say yes to innocence. No to grunge. No to silly saying. I do however like some of the more surfy type t-shirts for boys - but then again, it depends on what is on the shirt! And I prefer that my children not be a billboard for the lable they are wearing, where possible.

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  10. I don't have children but if/when i do, i want clothing that reflects elegance, innocence, fun and play, for sure. Children should dress like children.

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