Rise of the well-tailored “Tweenager”

More than half of parents have experienced the frustration of buying clothes for their child, only to have them refuse to wear them. This is a common experience, with 53% of parents reporting that their child has rejected clothing purchases. It seems children, particularly “tweens” (aged 7-12), are becoming more opinionated about their fashion choices.

According to new research from John Lewis, age 7 is the most popular age for children to start asserting their own views on fashion and style. This is much earlier than many parents anticipate, with the assumption that children might start developing a sense of style at around age 10. This shift in fashion independence means parents need to start giving their children more freedom to make their own fashion choices.

When it comes to fashion influencers, it’s no surprise that “tweens” are influenced by their peers. In fact, 76% of parents surveyed said that their children’s friends were the biggest influence on their clothing choices, closely followed by YouTube. Social media is becoming an ever bigger factor in how children decide what to wear. It also highlights the importance of peer acceptance in the world of tween fashion.

Aston spoke to fashion expert and head of childrenswear at John Lewis Katie Jordan.

Photo by Lauren Fleischmann on Unsplash