Top down view of kids fashion items, including t shirts and shoes

We’re all aware of the influence of social media on our wardrobes. Whether it’s celebrity red-carpet moments on Instagram or our own friends’ fresh fits on Facebook, it’s easy to be inspired online.

But how does social media influence our kids’ collections? How is the influencer-sphere shaping our judgement when we buy clothes for children?

Here, we identify the key influencer trends that are changing kids’ fashion and whether you should buy into them.


Matching mummy and me

Whether it’s inherited genes or hand-me-down jeans, our fashion DNA can rub off on our kids. Today, as the most popular influencers grow their own families and their children step into the limelight, matching cross-generational outfits have become popular.

This trend is being touted as ‘mini-me mania’. While you might have seen matching outfits between siblings, today it’s not uncommon to see mum, dad, kids, and even grandparents wearing on-brand garments that complement or match each other.

Collections of clothing where everyone’s matching is a trend that has been spurred on by influencers looking to make their children an extension of their brand. However, it’s not necessarily a negative trend. One mother, Christy Beck, highlights that matching outfits is “just so much fun,” but understands that eventually, she’ll face rebellion from her kids.

“I want them to be their own individuals and have their own identities. But until then, we’re having fun.”

The verdict: enjoy matching outfits with your children while you can. It’s a look that is as suitable for Instagram as it is a trip to the park.


Is luxury worth it?

The generation of digitally influenced millennials are now parents, and they’re sparing no expense when it comes to kids’ clothes. In fact, the luxury category grew its share from 7% to 11% within the kidswear market between 2016 and 2018.

Overall, we’re expected to spend more on our children. The worldwide market value of children’s wear is projected to hit £183 billion by next year.

What is responsible for this trend? Several factors could hold responsibility: millennial consumers are approaching parenthood later and have more money and digital encouragement.

The rise of child influencers is prompting parents to spend more on their children as a reflection of their own affluence. The visibility of celebrity children in today’s media means that parents could be competing for social status on media channels through their child’s clothing collection.

Is the trend worth it? Perhaps not. Children grow out of clothes too quickly to make these considerable investments in wardrobes. This being said, quality children’s wear can still be found for a lower cost.

Responsible, fashionable, and environmentally conscious parents may find that creating a capsule wardrobe with essential garments for their children is more suitable. Light colour pallets and simple but stylish designs stay in trend longer, meaning that they can be donated or used for future children.



While parents help keep their children safe online, children are ingrained into the digital society that can influence their fashion choices. And this isn’t a bad thing. In the right spaces, children can find the fashion styles that make them happy and can present an opportunity to find a way to express their personalities and feelings.

TikTok is the most popular social media platform among users aged between 4 and 14, reaching 47% of the generation. With adult supervision and child safety controls, children can explore a variety of topics including fashion, games, music, and more.

This is one place where children can build their identity, seeing the personalities and styles of their favourite creators.

With the right guidance, this can be a useful tool for children. Creating an identity is an important part of growing up. It can help children express their tastes and help guide your choices when buying their clothes. If a creator influences your children to ask for boys’ black jeans, you may have opened a pandora’s box of fashion demand, but it’s also the start of their personal style journey.


Consider the clothes and accessories that your children want, not just what your favourite influencers are doing. It can help build a greater connection and trust between you and your children.