On childhood and fashion with Marie Soudré Richard, CEO from Little Fashion Gallery

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Little Fashion Gallery (LFG) has just released a capsule collection with colette. LFG is the very first online concept store for kids; media and analysts talk a lot about the “new fathers”, female power, very deep changes in the way parents and children connect and live. We wanted to interview LFG CEO and get her views on fashion and childhood.

We recently wrote a post mentioning that kids aren’t fashion accessories.Where’s the right balance between teaching fashion and protecting children?

Funny enough, this question comes very often…and it’s very personal. We should ask it to every parent, individually!

I think that now, it’s all about a “family style” – frontiers between the world of children and of the parents are collapsing: you just have to look at apartments or houses; playrooms are in the kitchen, beautiful toys are sorted in the living room – kids’ rooms are no longer a taboo, disconnected space but deeply integrated to the style of other rooms. We do brunch all together, we go to museums, we share with our daughters and sons a sense of aesthetics and we teach them taste: cooking, fashion, design, literature…We even tell them about politics!

Parents tend to dress their kids a bit like they do – it might seem futile for some people, it’s very important for others and it’s a good news if it generates a certain delight. There’s one limit to my mind: we shouldn’t disguise kids as mini-adults with clothes that are not comfy or even worse, which shape blurry lines with sexuality. A kid remains a kid and must feel good in his clothes, and like them. It’s probably the best way to improve his self-confidence.

You talk about an “attitude” around 3 pillars: cool, fashion and freedom. What’s the perfect style for Little Fashion Gallery?

For boys: a sweatshirt, jeans and sneakers. For girls: a duffel dress or a sweatshirt with a tulle skirt like a princess, with big tights and sneakers to run as fast as boys! I’m a fan of minimalism: simple but with a big effect.

The capsule collection with colette provides clothes to adults that are initially designed for kids. But we don’t feel a regressive movement thus. Positive elements of childhood in fashion: how do they look like in fashion?

We wanted (with Sarah) to make our clothes grow because we wanted them for us! During one of our meetings at Water Bar, a young guy, very colette (then über cool), asked us if products were already available because he really wanted to get them. Et voilà!

People love our cloud, our symbol; adults specially like it when it’s printed all over. I’m not surprised: it’s been based on Murakami; I came back from Japan with one of his drawings done with a marker pen; it was the basis for the logo; we always try to mix adult influences and childish ones. I asked it to my son: he’s pretty happy to wear some clothes with a logo that tells a story, and which has been influenced by one of the most famous contemporary artists!

I think that using codes of childhood is a good thing these days. That’s what I need to day. :)

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