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Are Superstar Dad and mom Making an attempt To buy Their Kids’s Love With Designer Clothes

What sort of mum tries to purchase a child’s love with a £1,300 designer coat
By Anna Pursglove
Updated: 10:23 GMT, eleven November 2010


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The silky jacket with the over-sized pink and white print is exquisite. You might gown it down with denims and flats but it could even be good for a Christmas occasion.

Obviously the £579 value tag is a bit of a hurdle . . . and the truth that you’d must be tiny to get into it. It’s a four in any case. An age four, that is.

The jacket in question is a part of D&G Junior’s Autumn/Winter 2010-2011 ­collection, which additionally features a black fur coat for slightly lady priced at £1,300.

Heels and handbags: Suri Cruise, 4, often wears designer clothes. Her well-known parents, Tom Cruise and Katie Holmes, imagine the mini-queen of vogue ought to wear ‘no matter she needs’

What are the designers anticipating a four-yr-previous to get up to in a £1,300 fur coat Nicely, if their on-line advert is something to go by, the child might be frolicking among piles of chocolate, sweet canes and lollipops.

Personally, as the mother of a 4-year-old and a two-year-outdated, I’d suggest that a baby with a lolly needs to be kept a number of furlongs from anything made from fur. And, in truth, from any item of clothes costing greater than a tenner.

But it surely appears that, with the demand for designer childrenswear increased than ever before, many parents are prepared to brave the potentially catastrophic mixture of small youngsters and high style.

The most recent designer to bid for a share of the extremely profitable childrenswear market (now estimated to be price in excess of £4billion) is Stella McCartney.

Like mom like son: Victoria Beckham has obviously handed on her love of clothes to her eldest son, Brooklyn

Her new children’s range, as you may expect from a lady well-known for her unpretentious attitude to style, ­features designs that have a ring of ­practicality about them. All pretty ­florals and muted berry tones. Every little thing washable. And, after all, no fur or leather.

But whereas the designs might be all the way down to earth, the same cannot be stated of the value tags.
Fashion editors will argue loudly that the vary starts from simply £14. Sure, but that’s for a baby’s T-shirt! You can have three of those for £10 in Mothercare. And from the £14 child T-shirt we’re shortly as much as £105 for a children’s wool-blend army jacket (Mothercare don’t do those, so I’m unable to bring you a price comparability).

Which begs the query, why is Stella McCartney doing them What happened to throwing on essentially the most comfortable/water resistant/least ­obviously sullied item of clothing and then spending the extra time (and cash) doing the issues that youngsters really like doing

Issues that are not enhanced by adults frantically sponging ferragamo belt men white yoghurt from the cashmere mix or fretting lest the sleeve of the military jacket be buried within the sandpit/fed to the hamster/painted orange.

And, in the event you assume Stella may have lost touch with actuality slightly, brace yourselves, as a result of her choices are sober in comparison to a few of her fellow designers.

Down the road from her Bruton Avenue store in London is the children’s division of Harrods, which — at 11am on a rainy Thursday morning — is already buzzing with stunning mummies.

One statuesque vision in Chloe denim with a newborn infant sleeping peacefully in his Bugaboo is torn between the silver Baby Dior trainers (£84.95) and the Fendi baby footwear (£119). Another shopper is having hassle deciding between the blue dress with red and gold stripe element (£209 by Little Marc Jacobs) and the gold gown (£159 by Chloe).

Well dressed: Gwen Stefani’s son Kingston James, left , is watched by his mom and chat present host Ellen DeGeneres. The tot is all the time well turned out

At least the dresses seem like something a bit of woman may ­actually take pleasure in carrying, although my two-yr-outdated daughter would get equal pleasure from the contents of the dressing-up box accessorised together with her Peppa Pig wellies (found in an area charity shop, and so well loved that they’ve been worn to bed on a number of occasions) but Fendi sneakers for a pre-walker

And let’s not even get began on the Bonpoint children’s fragrance that one other shopper is asking after. I can’t see any in Harrods, but a quick search on-line reveals that it is designed to have a good time ‘the love of mothers for their children, and the love they obtain in return’.

Which is definitely proper at the heart of the current obsession with ­dressing children in designer gear. Someplace alongside the road we seem to have bought into the idea that our children will love us more if we buy them expensive things.

Queen of trend: Whilst a toddler, Suri Cruise – pictured right here along with her parents – was all the time decked out in expensive clothes

Chartered psychologist Dr Colin Gill agrees that it’s an increasingly prevalent and in addition a deeply misguided attitude.

‘Now more than ever, and even in a recession, we are a comparatively cash-rich, time-poor society,’ he says.

‘Everything has a monetary value attached to it and we ­genuinely imagine, due to this fact, that more cash equals more love.’

He also believes that our desire to spend excess amounts on our children’s clothes has selfish overtones.

‘We try to purchase our manner out of spending quality time with our children,’ he says.
‘Increasingly in Britain we seem to consider that we will throw money at difficult elements of our lives — including caring for small children — and make them much less troublesome.’

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Dr Gill also warns that along with salving our guilty consciences, dressing our kids in designer clothes can change the way in which they view the world.

‘The child will rapidly turn into conscious that you simply place a substantial amount of significance on what they’re sporting and you might be subsequently educating them that things are as essential as they are.

‘It’s an insidious message.’
Dr Gill says it’s also possible to artificially infantilise kids by dressing them in expensive clothes.

‘A little one dressed in this fashion, ­feeling they will be letting his parents down if they spoil their clothes, might be much less willing to explore,’ he says.

‘This is worrying, as youngsters learn by exploration.’
There can be the influence of the wardrobes of superstar minors to be taken under consideration: the Beckham boys, Jennifer Lopez’s twins, Gwen Stefani’s kids and, of course, the mini-queen of trend Suri Cruise.

Actually, so scrutinised has little Suri’s wardrobe turn into (with tales of customized-made Marc Jacobs heels and the toting of a tiny £425 Salvatore Ferragamo handbag) that Tom felt the necessity to defend his daughter’s sartorial decisions in an interview with Oprah Winfrey.

‘Whatever she needs to wear . . . she wears it,’ he explained.
Nicely yes. To a certain extent I see Tom’s point. Small youngsters do develop sturdy opinions on clothes at an early age.

My two-yr-old, for instance, is at the moment refusing to be separated from a cotton summer season dress with a cat on the pocket. Regardless of that it’s mid-November: ‘My need cat costume, Mummy,’ is her first request as she peers excessive of her cot at 6am.

But while Suri possibly wants to copy mummy and totter round in grown-up footwear, I find it arduous to believe that she — or, certainly, any child of her age — is within the slightest bit bothered about whether or not Marc Jacobs designed them or not.

In reality, in my limited experience, what youngsters need most shouldn’t be the clippy, cloppy kitten heels (or indeed, the sparkly costume or the stripy pirate ­trousers), a lot as the grown-up to watch whereas they don them after which to play together with ­whatever fantasy ensues. And therein lies the true funding.