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John Hardy
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Bio Babies | The Fair, the Brands and Distribution

Trends by PROMOSTYL

Bio Babies | The Fair, the Brands and Distribution

Image courtesy of www.promostyl.com

The new babies of thirty-something mothers eat, drink and sleep "organic" !


PROMOSTYL already treated this current in its Baby-Layette trend book for Summer 09 from two angles :

The UTOPIA theme that spoke of a "future where emotion and innovation give a delicately sophisticated aura to organics", that is: fabrics are treated in non-polluting techniques, shapes play with simplicity and well-being, cosmetic packaging adopts recycled materials and minimalist markings.

The EUPHORIA theme, with its happy, optimistic atmosphere, made reference to organic vegetables with humorous graphics on T-shirts, sleepwear, bags and other accessories.

This organic current was very high-profile at the recent children's fashion fair "PLAYTIME" which took place at Montreuil (Paris). A rapidly growing trade fair with a profusion of small, creative brands exhibiting there.

This season, "bio-fashion" played the star role with several brands, mostly recent ones and often focused on small products. Their concept is first of all to appeal to consumers with charm, humor or glamour - and then offer an ethical product that is environmentally friendly or responsibly manufactured.

The labeling of these products - and thus the constraints inherent to vegetable dyes or the transport of products - is increasingly regulated. The aim is to prove that it is no longer just a question of adopting a marketing posture or a passing fashion trend: but a concrete reality of the market and here to stay !

Among these eco-brands: COQ EN PÂTE with T-shirts, bibs, bags and canvas suitcases for babies - with motifs created by artist Tinou Le Joly Senoville. VELVET MARMELADE offered up a line of child/parent T-shirts in organic cotton with humorous motifs like "Le King Elvis" with the face of King Louis XIV...

SATYA (Belgium) with children's garments in organic cotton, manufactured in India and Agrocel certified with a dying procedure using vegetable dyes like indigo and madder.

VICTORIA CHRISTMAS (which also has a boutique-showroom at 41, Galerie Vivienne - 75002 Paris) showed a more global approach: a line for 0-2 years with refined detailing and fabrics from Japan manufactured in an artisans' village whose water has unique properties and with all natural dyes; the line is accompanied by a fragrance and a range of accessories.

LA QUEUE DU CHAT showed cocnept collections for children 0-4 years on a fair-trade basis in organic cotton - all manufactured by Indian artisans and in line with the Transparent Trade label. Body-suits, T-shirts and dresses or pants with funny graphics - sold in the Parisian boutique well-known for its environmental awareness: LILLI BULLE : 3 rue de la Forge Royale - 75011 Paris.

The Dutch brand IMPS AND ELFS was one of the first to produce organic casualwear for babies and children - 10 years ago.

Americans are also working in this domain and many of them sell via Internet: NUI ORGANICS, based in Austin, Texas sells products in organic wool - which means that the sheep's wool - from farm to final product - has never come in contact with pesticides, formaldehyde or other chemical additives: it is thus a truly 100% non-allergenic product.

Distribution, for its part, is increasingly committed to "green". GAP with its jeans and T-shirts, MONOPRIX (France) with its city-center shops, has long been practicing sustainable growth and ecological products. The French chain DU PAREIL AU MEME also sells baby garments in an organic style.

VERTBAUDET (France) has a mail-order catalogue in which a full 2 pages are devoted to only eco-products and its ethical-environmental commitment across the world.

For more information please visit www.promostyl.com



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