The majority of parents’ thoughts when dressing their infant child is considering whether their baby will be too hot or cold, whether the garment is simple to pull on (think zippers and not poppers), and if it’s made of a fabric that can stand up to a bit of reflux.
Celebrities have lots to think about in conversations about branding kicking off way before the weaning phase and even brand deals being discussed right from the beginning.
In recent times, however, a few celebrities are creating their image for their children and print, with stars like Kim Kardashian, Beyonce, and Serena Williams enlisting professional stylists to dress their kids. Porridge stains are no longer a problem, and designer logos are on the rise.
“Celebrities have been very aware for a while that their kids can almost be an extension of their brand,” Katie Rosseinsky. “A lot of celebrities are probably savvy to the fact that the parenting market is a huge commercial opportunity and that well-turned-out kids can be the best advert for a potential childrenswear or lifestyle brand.”
In February, Rihanna was the subject of worldwide attention after it was revealed that her son was born with his stylist, an interview with British Vogue – not surprising because he was wearing just a nappy for most of the pictures.
The week before, Naomi Campbell announced the birth of her son on Instagram by posting a picture of her son in an all-white sleepsuit and a hat that matched. The caption? An homage to designer Rodney Burns.
Serena Williams and daughter Olympia in a fashion show to promote her brand name. Photograph: Stephen Lovekin/Rex/Shutterstock
In those who belong to Hollywood’s Gen Alpha (those that were born between the years of 2010-2025), living on the front row and the red carpets is considered normal and nearly obligatory, as evidenced by the sheer number of celebrities’ babies being pushed rather than shielded away from the spotlight. They are the children who embody the notion of “no baby,” even when they do not know about the existence of it.
North West, Kim Kardashian, and Kanye West’s 10-year-old daughter is the owner of her personal TlikTok profile, which she uses to post videos of her dancing and performing her daily skincare routine (using her mom’s brand-name skincare line, naturally).
In reality, the brand’s optics are even more dazzling. On July 20, 2022, Kim Kardashian and North joined Vogue Editor Anna Wintour at the Paris Jean Paul Gaultier haute couture show. Kim has had a stylist for a long time, Danielle Levi, who wore a pinstriped dress while North was dressed in a similar version. Both were designed with the help of Olivier Rousteing, who is the guest designer for the evening.
Many stylists can acquire clients when their famous clients are expecting the birth of a child. Serena Williams’ stylist Kesha McLeod started styling the tennis star’s month-old daughter Olympia in 2017 to celebrate her parent’s wedding. Since then, mother and daughter have posed in similar outfits in commercials for the Super Bowl and Stuart Weitzman shoes. In the event of their participation in the King Richard film premiere in 2021, McLeod dressed them in matching black catsuits from the British-based designer David Koma. The following year in 2021, for Williams’s final event, Nike created matching elegant outfits for the two. Rousteing is the head of Balmain, the French clothing brand Balmain has also designed costumes for the pair on a trip to Paris.
And Harper, the 11-year-old daughter of David and Victoria Beckham, regularly wears custom models from Victoria Beckham’s collection of ready-to-wear to be on the front row of their biannual fashion show.
Harper Beckham, second from right, father David, and Vogue’s Anna Wintour at a fashion show in 2020. Photograph: Darren Gerrish/WireImage
In Hollywood, this type of fashion for a mini-me is sure to be clickbait. Designers are eager to oblige as they know it will bring endless press coverage and could become an unforgettable social media event, ultimately leading to increased sales and brand recognition.
“If kids are a key part of a famous person’s brand, it makes sense that they’re thinking about how those kids are perceived, or even preparing them for a similar career in the spotlight,” Rosseinsky says.
