The children’s wear market is estimated at $1.4 billion globally. For the past five years, growth in the sector has outpaced men’s and women’s wear. In China alone, the category outperformed overall apparel in 2016 with a seven per cent increase in current value terms. From British luxury retailers such as Selfridges and Liberty London to e-commerce giants such as Farfetch and Net-a-Porter, no one is oblivious to the charms of the burgeoning industry.

Items such as a miniature Burberry tuxedo suit often retail in excess of £700. Brands sell to the top one per cent of the population. Even for high fashion, the steep prices are astonishing, especially since the garments are scaled-down versions of catwalk pieces. The growing interest in dressing children in more elevated labels is a financial prospect for a luxury brand as well as a way to gain customer loyalty. When the customer trusts the brand, they are more willing to buy into other categories from the same label such as children’s wear.

For style-conscious millennial parents, who represent 45 per cent of overall luxury consumption, a child is an extension of them. By tapping into children’s wear, brands can establish more lasting relationships with the entire family. When Kim Kardashian and Kanye West launched their children’s wear range, Kids Supply, this year, they did so on Snapchat and Instagram.