Mini-me fashion has soared in popularity in recent years, with Scamp & Dude, JoJo Maman Bébé and Sézane among the quality retailers currently offering options for families wanting to add a sense of fun and touch of sentimentality to their wardrobes.
Expert Louise Duncum, a personal stylist and former childrenswear designer, tells us connection is at the heart of the trend which lends itself to perfect snaps for social media, not to mention pleasing little ones keen to dress in a pint-sized outfit to match Mummy or Daddy.
“Clothing is such a powerful form of self expression, so when that is shared between a parent and child, it creates a sense of closeness and identity that goes beyond just the garment itself.”
Louise Duncum, Owner of Weiz Styles.
“It becomes a beloved memory, whether that’s a cosy morning in matching pyjamas or a special day out in coordinated looks. At the heart of it is connection, as there’s something incredibly meaningful about parents and children being able to mirror each other through what they wear.” Continues Louise.
With the demand for mini-me dressing increasing, collections have evolved far beyond family Christmas pyjamas into matching daywear and even occasion-wear. It’s a shift reflecting how consumers are embracing fashion as part of their families’ storytelling.
“My nine-year-old daughter Imogen and I love to match,” says mum Louisa Hussey, a menopause trainer and therapist from Manchester. “Last Xmas I made matching dresses for us to take on our grand trip to India. I don’t know why we like to match, we just do and I’ll encourage it for as long as I can.”
Celebrities love mini-me fashion too, with Paris Hilton matching dresses with her daughter London this Easter and Beyoncé and Blue Ivy coordinating in white for a recent beauty launch.
Boden’s latest offerings include swimwear, with a women’s Rash Guard Swimsuit (£89) – in an eyecatching Sangria Sunset, Daisy Blossom print – coordinating with the girls’ Cross-Back Printed Swimsuit (from £19) in Festival Print Daisy. The latter is available from age 2-3 right up to 13-14 years. The brand’s girls’ Tie Front Woven Dress in Blue, Pink and Green Check (from £35) and women’s Erma Drop Waist Linen Dress in Blue, Pink and Green Madras (£169) are perfect matching options for more formal summer occasions.
JoJo Maman Bébé’s Mum & Mini range features maternity and nursing dresses that can be paired with shirts and dresses for little ones, including a Green Sleeveless Ribbed Scoop Neck Midi Nursing Dress (£35) which is perfectly paired with a Green Striped Shirt (£22-£25), available in sizes 6-12 months to 8-9 years.
Polarn O. Pyret’s outerwear gives the chance to lend more practical clothing a sense of family fun too, with Windproof Pile Fleece Jackets on offer for both adults (£80) and kids (£50).
For the brands, making mini-me collections can be cost-efficient from a technical point of view, as former childrenswear designer Louise explains:
“From a production perspective, mini-me collections can actually be very efficient,” she says. “Often they will use the same fabrics, prints and colour-ways across both the parents and childrenswear, which allows for larger production runs and better cost efficiencies.
For many brands, it’s a way to deepen their relationship with customers, encourage multi-item purchases and build a sense of loyalty across generations. So while they may be relatively straightforward to produce, they’re also very strategic – it really is a win-win!”
So what does the future hold for the evergreen trend that suits both brands and customers alike? Pairing down the look.
“The mini-me trend has evolved into more sophisticated complementary styles with customers favouring coordinated looks over identical outfits,” a spokesman for John Lewis tells us. They suggest complementing their John Lewis Heirloom Collection Kids’ Floral Ruffle Trim Dress in Yellow (£40-£42), available in ages 3 to 12, with their women’s Floral Print Cotton Blend Maxi Tea Dress in Bees Yellow/Teal (£69), this summer.
And for an even more subtle nod to mini-me dressing, footwear is a great option. Family shoe retailer Charles Clinkard suggests their Arizona Birkenstocks in Eggshell, which come in adult (£60) and kids (£30) sizes, the only difference being the cute flower buckle for little ones.
With mini-me fashion more accessible than ever, there is no excuse not to give it a whirl