The magazine is run by Art Director Liz Shepphard and was inspired by her own daughter moving into the teen years and features contributors from the kids fashion world.
Its a difficult part of the kidswear market, especially the branching years between 12-15 when the adult styles of the big fashion chains can be too grown up but the teens don’t want to wear the styles they have grown up with and maybe see younger siblings in.
A few companies are producing teen specific collections and others are expanding ranges up to 16 especially with the rapid growth of some teens now who reach adult sizes at 12/13.
As those in the kids fashion industry have children who turn teenage increasingly they look to see how they can adapt and work with the older ages so expect to see more entrants into the teen section from those who began 10-15 years ago when kidswear started to expand rapidly.
Some may even follow the path of New Yorker Bonnie Young who had a fabulous kids collection but now designs for adults only. Interesting times!
All photos by Damien Weilers for Awkward World – all rights reserved. Styling by Anna Morris, model Esme Ashby
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