Buyers’ Briefing: Kids’ &

Tweens’ Colour & Print S/S

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This report blends WGSN’s proprietary search and social
data to help you plan next season’s kids’ and tweens’
assortment. It highlights motifs suitable for multiple
seasons and colours inspired by surreal dreams, vibrant AI
vacations and soothing relaxation

Erin Rechner & Morgan Spaulding

05.03.24 - 11 minutes

Minikid
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Action points

Protect long-term sustainable neutrals with Invest in energetic and dopamine-inducing Embrace playfulness and humour
timeless colours colours and motifs

Build on strong-performing neutrals by adding new Use bright, vibrant colours and inclusive patterns to Invest in the growing interest in gardening, farming and
creamy hues and soft tinted pastels achieved through make familiar items more engaging. Stay clear of prints meditation to steer prints into new yet familiar territory
undyed materials or toxic-free dyes and graphics that offer familiar icons with updated
layouts

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Creamy neutrals
Foundational neutrals will become more
popular due to the rise of responsible dyes,
which is accelerated by the growth of long-
term lifespans.

Enhance core colour palettes with creamy

shades of Blond Wood for a buttery take on Bebe Organic

seasonless, sustainable neutrals. Invest in

#OffWhite and #Neutrals that offer long-term
appeal and update them with tinted iterations.
Align those hues with our S/S 25 Forecast
Zara Kids
themes, including Elevated everyday, Serene
seafarer and Meditative beach.
WGSN e-commerce data: our proprietary data
shows that neutrals had the best colour
performance across all kids’ apparel categories. Hiro
For boys, neutrals hold 8% (US and UK) of the
colour mix, and for girls, neutrals hold 6% (UK)
and 9% (US) of the mix, respectively.
Google Trends: “beige/neutral” searches are up
+6% YoY.
WGSN social media data: interest for beige
peaked in March 2024 on TikTok worldwide,
with 652m views in the last 12 months.
WGSN related reports: Colour Trends: The Next @weekendhouse_kids New Balance / KidiKidi Caramel

Neutrals, Kids’ Colour Forecast S/S 25

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Soft greens
Colours that reflect the beauty of the
natural world, such as serene greens and
calming blues, will be particularly popular
among consumers seeking more
sustainable options.

Shades of green that lean into the comfort of Zara Kids

#DustedPastels will make a mark. Washed-out

versions of Bio-Mint and Sage Green will offer
tranquillity and gender-inclusive appeal.
Application: refresh picnic checks and seasonal
Avec Toi
stripes with soft green, Chalk and
complementary pastels. Use pastel greens to
update core items such as the windbreaker,
sweatshirt or casual shorts. Explore a subtle
take on ombré and tie-dye techniques for jersey, Fábula
French terry and towelling silhouettes.
WGSN e-commerce data: green makes up 9% of
boys’ apparel colour mix in the UK and 10% in
the US. For girls, green holds steady YoY,
representing 7% of the apparel colour mix (US
and UK).
WGSN Feed: #DustedPastels,
#SustainableColour, #CoolMatcha,
#GetYourGreens, #GelatoPastels, #NeoMint Mini Rodini / Smallable OXOX Club Hundred Pieces

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Galactic Lilac
Digital directions continue to inspire kids’
ranges. Purple will remain key thanks to its
inclusive applications and commercial
appeal.

The digital aesthetics of purple are inspired by

otherworldly dreamscapes and AI-garden Aspesi

themes, as forecasted in our Digitopia Kids’

Report. Invest in Galactic Lilac and Meta Mauve
to update #DigitalLavender as gender-inclusive
hues, especially for older kids and tweens.
Arket
Application: use vibrant shades of lavender for
utility jackets and wide-leg trousers. Update
skate and surf themes with digital purples in
line with our Galactic sport and AI destination
stories while maintaining cross-seasonal Lucky Try
longevity.
WGSN e-commerce data: purple performed
better than average for UK boys, with new-in
out-of-stock rate +2ppt to 8%. For US girls,
purple went up +1ppt to 5%.
Google Trends: interest in “lavender” has been
rising worldwide. It is up 9% in the last year and
quarter and 13% over the previous month.
Arsène et les Pipelettes Minikid Hiro

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Electric Goldenrod
Evolve Sunny yellows with vibrant citrus
shades to evoke radiant optimism and
boost consumer confidence.

Toeing the line between Ray Flower and

Electric Kumquat, nourishing and uplifting
orangy-yellows add warmth to our Common Zara Kids

Connections forecast, where nostalgia and

creativity collide. These hues will be important
for A/W 25/26, as Ray Flower continues as an
annual colour, and we introduce Egg Yolk as an
Wander & Wonder
energetic seasonal shade.
Application: test these hues within colour-
blocking, dye effects or #HandCrafted
directions to update nostalgic narratives. Use
Electric Goldenrod to generate an AI feel and OXOX Club
echo our Digitopia Forecast.
WGSN e-commerce data: kids’ new-in out-of-
stock rate for yellow performed better than
average in the UK, with girls at +1ppt to 9% and
boys up +5ppt to 9%.
Brands to watch: Main Story for its layered
looks, The Middle Daughter (UK) for its colour-
blocked occasionwear, Portugal’s Wander &
Wonder for its crafted approach, and Shanghai- AO76 Main Story The Middle Daughter
based Tyakasha for its vivid print motifs.
WGSN Feed: #SunsetShades, #SunnyYellow,
#HyperBrights, #VibrantVacation,
#DopamineBrights

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Luminous Reds
Harness the consumer desire for joy with
orangy reds that capture attention and add
vitality to commercial collections.

An annual colour for both S/S 25 and A/W 25/26,

Flame will have increased longevity due to its
versatility and inclusive qualities. Mini Rodini

Applications: use Flame to enliven Summer

splash and Redefined cirque themes and as a
transition into A/W 25/26’s key colour, Neon
Flare. Sunset Coral is a stimulating seasonal hue
Jellymallow
with a bright saturation that will work well for
high-summer escapist collections such as
Tropical tales or AI destination. Pair these hues
with neutrals such as Tea Stain and Oat Milk, or
create statement #ColourCombinations that Yuki
include pastels and primaries.
WGSN e-commerce data: red had 3% of the
overall colour share for boys and girls (US and
UK), holding steady YoY. Orange showed similar
results, holding around 3% of the colour mix for
girls (US and UK) and UK boys while falling
slightly by -1ppt to 2% for US boys.
Brands to watch: Netherlands-based Yuki for its
bold colour pairing with vivid brights and Petite Lucette Caramel / Smallable Finger in the Nose
energetic pastels, Korea’s Jellymallow for its
merchandising with warm neutrals, and
Caramel (UK) for its use within the
#AnyOccasionDress.

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Artistic garden
Capitalise on the boom in gardening as a
lifestyle trend with this must-have theme.

Revamp perennial garden themes with playful

patterned layouts and a colour palette that
mixes pastels and brights for a more artistic
take on #Cottagecore. Use prints of painterly @gormankids_

quality, such as checks, stripes or polka dots, to

add texture to designs.
WGSN e-commerce data: florals were the best-
performing prints in the UK and US, as new-in
Abril Flores Mil
out of stocks were higher than 8% in the UK and
3% in the US. Although the floral share of the
pattern mix decreased by -2ppt to 24% in the UK
and was flat in the US at 18%, they still had an
above-average performance. Jellymallow

Google Trends: comparing February and March

2023 and 2024, shopping searches for “florals”
are up 13% YoY worldwide.
WGSN related reports: Key Prints & Graphics:
Kids’ S/S 25, Kidswear Forecast S/S 25: Common
Connections, Kids’ Prints & Graphics Forecast
S/S 25: Restorative Realms

@bugbeekids Misha & Puff @avectoi_kids

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Squiggles
Soothing and free-flowing designs will offer
a calming update to stripes.

Squiggles have a softness that resonates with

the Restorative Realms trend in our Kidswear
Forecast, where relaxation and mindfulness
meet adventure. Use prints that encourage kids Misha & Puff

to explore their surroundings, inspired by

winding roads, trail maps, and scavenger hunts.
Application: maximise the impact of curvy
stripes by choosing interesting
Pokoks
#ColourCombinations in thick, wavy lines for
dresses, separates and knitwear. Use this
modern print for matching sibling or family
capsules, as it works well across genders and
ages. @gormankids_

WGSN e-commerce data: stripes stand out as

the top-performing pattern of the season for
boys, holding 12% of the print assortment in the
UK and US. For girls, stripes dip slightly (-1ppt)
in the UK and hold steady in the US at 3% and
4%, respectively.
WGSN Feed: #DisruptedStripe,
#SupersizedIntarsia, #AbstractPrints,
#MaximalistOutdoors, #NewWave Jellymallow Zara Kids Main Story

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Micro motifs
Miniature graphics will appeal to consumers
looking for gender-inclusive pieces that can
span multiple seasons.

This graphic trend caters to the growing desire

for small moments of joy throughout the day,
known as Glimmers. Peek-a-boo graphics, Raquette

embroidery and unexpected placements will

refresh #ElevatedBasics that are otherwise
clean and seasonless.
Application: use graphics to frame the front or
Tinycottons
back pockets of bottoms or under the cuffs of
shorts or trousers. Choose cuffs, necklines and
sleeves for your graphic placements on tops and
knits.
Design with soothing textures to help focus an Retro Kids

overstimulated mind. These accessible features

can function for families of children with
unique sensory processing needs and
disabilities.
TikTok: #Glimmers has over 16m views and
continues to gain traction as people discover
and pause to appreciate the little things in life.
WGSN Feed: #Glimmers, #Minimalism,
#NotSoQuietBranding, #LabelPlay, Bebezoo Yuki Lobster Mini

#AllInTheDetails

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Beach stripes
Introduce high-summer stripes that can
easily transition into #NewPrep looks with
an energetic vibe.

Combine 1990s sports and classic nautical

themes to create vibrant resort stripes for kids
and tweens, in line with the nautical looks in Tia Cibani

our Kids’ Prints & Graphics Forecast S/S 25:

Common Connections report. Opt for bold two-
colour stripes or rainbow motifs with soft
pastels. This print direction will work for the
@gormankids_
matching set, resort shirt, cut-and-sew dress,
soft accessories, tees and sweats.
WGSN e-commerce data: stripes had the best
performance in both countries for boys. They
lost a small share of the boys’ apparel pattern We Are Kids
mix by -1.5ppt to 12% in the UK and up +3ppt to
12% in the US, highlighting their good
performance in both regions. For girls, stripes
had an average performance with a slight dip,
holding at -1ppt to 7% in the UK and -1ppt to 9%
in the US.
Brands to watch: New York-based Tia Cibani for
its multi-directional stripe layouts, Australia’s
Gorman Kids for its overlay graphics, and Cos I
Cos I Said So Yay Tinycottons
Said So (US) for its modern silhouettes and
fresh colour combinations.

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Garden veggies
Capitalise on the rise of plant-positive
strategies with food-themed prints and
graphics.

Un-fun foods will become the latest

#FoodInFashion trend as consumer interest in
cooking, farming and gardening grows. Stella McCartney Kids

Graphics include vegetables such as radishes,

tomatoes, onions, and other foods often
frowned upon during childhood.
Sustainability: use natural, earthy pigments to
H&M
print on undyed fabrics. Source organic cotton,
hemp, flax, ramie and nettle alongside
regenerative, vegetal and agro-waste linen.
TikTok: with 15bn views, #FarmTok has stayed
above a 70% interest rate over the last 12 Bobo Choses

months, peaking in January 2024.

WGSN related reports: Kids’ Prints & Graphics
Forecast S/S 25: Restorative Realms, Key Prints
& Graphics: Kids’ S/S 25, Key Trend 2025: Gen
Alpha Food & Drink

Mini Rodini Lobster Mini Småfolk

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Methodology
WGSN e-commerce data
Data for this report was collected across retailers in
the UK and US from February – March 2024 and 2023
Please note, some retailers are excluded to ensure
like-for-like calculations and to avoid inflated
product counts due to the acquisition of new
retailers on the WGSN e-commerce platform
Numbers may fluctuate as we recategorise to help
clarify ambiguous/new products or if retailers
refactor their websites
Definitions
New-in: new products available online during the
specified period
Markdown percentage (%): markdown products as a
% of total product offering
Out of stock (OOS): products where at least 50% of
the SKUs (colour or size) were not available for
purchase on a retailer’s site but still shown during
the selected time frame
Google trends
YoY: year on year
YoY changes: % difference between the % of each
category or keyword within its larger set
Product, assortment or category mix: proportion of
a set of products over a larger set. An example is
volume of dresses over the whole volume of apparel:
% Dresses within apparel = (volume dresses /
volume apparel) *100
Apparel mix contains the following categories:
coats, blouses and woven tops, dresses, knits and
jersey tops, jackets, jumpsuits, skirts, sweaters,
shorts, swimwear, trousers and intimates
Data was collected worldwide between February
2023 - March 2024

Percentage point (ppt): a percentage is the

TikTok data
proportion of a set of products over a larger set, an
example is new-in trousers over new-in apparel mix. Data was collected worldwide in the 12 months prior
A percentage point computes the arithmetical to March 2024
difference between percentages; going from 40% to
44% is a 4ppt increase

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