Paris Comes to Makati
When Kids Around opened its first Southeast Asian boutique at Greenbelt 5 in Makati on August 11, 2026, it wasn’t merely another retail launch. It was a statement: Filipino children are now legitimate participants in the global luxury fashion conversation.
The Paris-born multi-brand retailer, which operates in London, Milan, and New York, chose Manila as its inaugural Southeast Asian market. Under one roof, Filipino families can now browse children’s collections from Chloé, Givenchy, Kenzo, and Boss—brands that until recently were reserved for adult wardrobes.
This development is the most visible manifestation of the “mini-me” phenomenon, a trend in which luxury fashion houses translate their iconic silhouettes, patterns, and quality standards into child-friendly designs. Parents increasingly seek high-quality, fashion-forward pieces that mirror their own sartorial tastes, transforming kids’ apparel into a sophisticated retail segment.
The Aesthetics of Mini-Me Luxury
Each brand brings its distinct identity to the childrenswear arena. Chloé offers its signature bohemian elegance and soft, romantic tailoring. Givenchy introduces a sleek, streetwear-inspired edge tailored for trend-conscious youngsters. Kenzo translates its vibrant, playful prints into energetic kids’ collections, while Boss delivers polished, sporty casual wear for a refined yet comfortable look.
At the Greenbelt 5 store, shoppers encounter dedicated sections for girls, boys, babies, accessories, and shoes. The open displays invite both kids and parents to try different looks, reinforcing the idea that fashion is a shared family experience.
Sabrina Miranda, group general manager of Adrenaline Group, which operates the boutique, articulated the philosophy behind the store: “More than bringing these brands under one roof, we wanted to create an experience that celebrates children’s individuality and gives kids the freedom to discover their own sense of style”.
A Local Response to Global Trends
Filipino Brands Embrace the Premium Space
The arrival of international luxury players has not sidelined local premium childrenswear brands. On the contrary, it has validated a segment that Filipino designers have been cultivating for decades.
Rajo Laurel’s Spring-Summer 2026 collection, “Child’s Play,” presented a deeply introspective exploration of childhood memory, colour, and imagination. The collection centres on the idea of instinctive responses to colour and emotion rather than trends or rules. This approach resonates with parents who want their children’s clothing to feel authentic rather than merely miniature versions of adult trends.
Gingersnaps, Periwinkle, Ines Moda Infantil, and Looms continue to thrive by offering what global brands cannot: deep cultural understanding and generational heritage. Ines Moda Infantil’s hand-smocked garments, designed to be passed down through generations, speak to Filipino family values in ways that a Parisian label simply cannot replicate.
The Psychology of Premium Kids’ Fashion
Why are Filipino parents willing to spend premium prices on children’s clothing? The answer lies in a combination of factors: rising disposable incomes, smaller family sizes, and the desire to give children the best start in life.
Beyond brand recognition, luxury kids’ wear stands out for its exceptional materials, attention to detail, and longevity. These collections prioritise both comfort and high-end design, proving that impeccable style has no age limit. For many parents, investing in a well-made jacket that can be handed down to younger siblings or cousins makes economic sense.
The Road Ahead for Premium Childrenswear
Kids Around has signalled its commitment to the Philippine market by planning additional stores at Rustan’s in Makati and Shangri-La Plaza in Ortigas. This expansion suggests confidence in sustained demand for premium childrenswear beyond the initial novelty.
The boutique’s own label, inspired by vintage sportswear and the French Riviera, offers a more accessible entry point into the Kids Around ecosystem. Its Spring/Summer 2026 collection features bright colours and playful, versatile silhouettes designed for different occasions.
For Filipino parents, the message is unmistakable: the days when children’s fashion meant simply “cute and practical” are over. Today’s kids’ wardrobes are curated, intentional, and increasingly luxurious—a reflection of a generation of parents who believe that style, like education, is an investment best made early.