Values vs. Labels: Children’s Fashion

Baby couture. Kid’s high-fashion. Fashion-forward kids. Designer children’s clothing. These are the terms many new mothers are concerning themselves with. The questions are no longer about the most ergonomic baby carriers or bottles, but instead about the exterior look and aesthetic value they possess. Baby strollers are no longer sought out for their safety and portability, but rather their appearance and coordination with the outfits of their parents. The material nature of American society promotes a fashion-conscious framework from which parents are now feeling the pressure in regards to the fashion of their children. No longer is it good enough for parents to have Dolce & Gabbana clothes and accessories for themselves, but now their children have to have those labels as well.

Babies and children are being paraded around in designer clothes, which they will no doubt grow out of within months, in an effort by their parents to exude a level of coolness, status and wealth consistent with the image of their parents. In an article by TIME, Esprit President Douglas Tompkins states, "Some people like to dress their kids up and parade them around for presentation." This article also suggests, “A well-dressed child may be the ultimate status symbol.” The notion of children being an extension of their parents is as old as time, but now there are new standards for these children. Dal Dearmin, a vice president at the advertising firm of Quinn & Johnson/BBDO was quoted saying, "Kids are the BMWs of the '80s." While Dearmin’s statement may be a little facetious, it hits home with the implication that children are often used as an accessory to the image of their parents. Parents want their children to reflect positively back on them, but it seems now it is less about politeness and manners, and more about high-fashion clothes, accessories and designer labels.

The social ramifications of placing so much emphasis on appearance and fashion trends extend far beyond the image of parents. Children, in some cases, are being taught that what they wear is more important than how they behave, and more importantly, how they treat other children. Values taught in the home are transitioning from building successful social relationships to making sure the neighbors know you can afford a 24-carat gold-plated baby carriage and your children shop exclusively on Rodeo Drive. Raising children to be a status symbol is a crime against society that will only further divide the have and the have-nots, while continuing to promote this era of shallow materialism.

The social consequences of endorsing this superficial set of values and passing them along to children will filter through the many prongs of society and affect the way children grow up. School is an enormous factor for children; it is where they learn to interact and relate to one another. For a child whose parents cannot afford the latest trendy clothes or the Coach backpacks, school can be a harrowing daily experience. Cruelty within schools is nothing new, but now some parents are presenting their children with a new way to feel superior to others. Teaching children that having more expensive clothes and toys means you are better than others will not remain an ideology in the home. Those same children will likely take this highfalutin attitude they have been instilled with out into the world and instead of looking at others with eyes of understanding and appreciation for what they have, often they are looking with eyes of ridicule and contempt. This idea of high fashion for children may seem trivial to some and cast off as nothing more than parents enjoying dress-up time with their children. There are many profound and lasting issues at stake here that merit the attention, time, and thought of society as a whole.