This Is Wear It's At

Singapore parents are snapping up homegrown childrenswear outfits. We find out what’s behind this hot fashion trend.

- Melissa Heng

Peek into 2½-year-old Sophie Lim’s wardrobe and you’ll find that most of her clothes are made by Singapore designers.

Her mother, Joanne Sim, 39, often buys her daughter outfits from such brands as she thinks them “whimsical and unique”.

The corporate communications manager, who reckons 70 per cent of Sophie’s wardrobe is locally sourced, says the fabrics some of these brands use – pure cotton, for instance – are more suitable for Singapore’s warm weather.

“Many of these local labels create their own prints and unique designs like quirky prints of vegetables or pretzels. It’s something different from the mass-market Disney cartoons or Minions,” says the mother of one, who is married to a portfolio manager at a bank.

“Sophie is an active child who loves running around, so I find the soft breathable fabric that many local brands use are more comfortable for her. Since many of these designers are Singapore mothers themselves, they’re more likely to know what suits shoppers here.”

SG LABELS ARE COOL

Parents like her are fuelling the growth of local childrens wear brands here. At least six home-grown labels for young ones have launched since the start of last year, going by checks by The Straits Times.

The newbies include Sea Apple, which makes clothes for children up to six years old, with original prints; Leia + Lauren, known for robust and fun styles; and Elizabeth Little, which uses popular fabric brand Liberty Art Fabrics from the UK.

Girls’ clothing brand Voon & Daughters; boys’ clothing label Boys By Mark; and unisex childrens wear label Mummy fique also entered the fashion scene here last year.