Buyers’ Briefing: Kids’ &

Tweens’ Colour & Print

A/W 24/25
Timeless neutrals and rusty browns form grounding
palettes for kids and tweens, while popular perennial prints
are refreshed with high-energy brights and spliced designs

Hannah Allan & Morgan Spaulding

12.18.23 - 10 minutes

A Monday in Copenhagen
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Action points

Invest in the next neutrals Refresh commercial hits Plan for longevity

Evolve neutrals in line with our next neutrals report, Inject vibrancy into checkerboard, animal print and Test transseasonal shades such as yellow and purple for
from off-whites and #GreyOnGrey to barely there tints stripe designs through high-octane brights. Play with colours that will continue to appeal into S/S 25. Invest in
and enhanced neutrals, to bring versatility and long- scales, splice and layer designs for a bold refresh long-term shades that offer a timeless feel, such as
term appeal to collections Intense Rust

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Rusty browns
Inspired by A/W 24/25 Key Colour: Intense
Rust, introduce browns with a rich, red
undertone to bring a warmth and luxurious
touch to kidswear.

Use rusty browns as an update for solid knits

and sporty separates, outerwear and core items. @via_september

Balance with grounding neutrals for a timeless

feel, or pair with purples and greens for a more
fashion-led combination, as seen at Weekend
House Kids (Spain).
Cos I Said So
WGSN e-commerce data: in the US, brown held
its share of the new-in colour mix at 3.5% and
was a best performer. It saw lower-than-average
markdowns at 34% (compared with the colour
average of 38%) and higher-than-average full- @molo
price OOS at 3% (the average being 2%). In the
UK, brown was a steady performer, aligning
with the average out-of-stock rate at 6%.
WGSN search data: the popularity of brown
grew noticeably, with interest over time
increasing by 38% YoY in 2023.
WGSN confirmation: Global Colour Forecast
A/W 24/25, Kids' Colour Forecast A/W 24/25,
Playtime New York & Kid's Hub A/W 23/24: A Monday in Copenhagen @weekendhouse_kids @zarakids
Kidswear

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Bold blue
Invest in bold, commercial shades of blue to
bring a sporty energy to kidswear, offering
broad, gender-inclusive appeal.

Having tracked the emergence of Galactic

Cobalt in our kidswear tradeshow coverage for
A/W 23/24, continue to bring a vibrant energy to @hm_kids

jersey separates, knits and outerwear for A/W

24/25, with key shades of Gentian Blue and
Vibrant Azure.
Balance brights by teaming with the grounding
@filakids
tones of Terracotta and #OatMilk for a fresh
twist on retro palettes, as noted in our A/W
24/25 Kids' Colour Forecast.
WGSN e-commerce data: blue continues to take
the largest share of the new-in colour mix in the Daily Brat

US. In the UK, there was a slight dip in its YoY

share (-3ppt to 16%) but it remains the second-
largest share of the mix, just behind black.
WGSN search data: the popularity for bright
blue increased significantly, with interest over
time growing by 137% YoY in 2023.
Brands to watch: FILA kids, Main Story, Daily
Brat, Wolf & Rita
Kiabi @wolfandrita A Monday in Copenhagen

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Timeless neutrals
Neutrals continue to be an important colour
to back, as consumers seek versatile, year-
round shades.

Chalky, off-white tones are set against soft tints

of Sustained Grey for a timeless combination of
enhanced neutrals that offer longevity and @aout_official

gender inclusivity.
Use to update sweat sets, loungewear, key basics
and winter accessories. Marls and space-dyed
yarns add depth. Introduce plush textures
Baje Studio
through jumbo cord, teddy fleece and cosy
ribbed knits to complement these soft shades.
WGSN e-commerce data: in the US, neutral
increased its share of the new-in colour mix by
+2ppt to 8%. In the UK, while YoY share @zarakids

decreased slightly by -1ppt for both greys and

neutrals to 8%, they remain the best-
performing colours, aligning with the overall
colour average out-of-stock rate of 6%.
WGSN confirmation: Kids' Colour Forecast A/W
24/25, Colour Trends: The Next Neutrals
WGSN Fashion Feed: #EnhancedNeutrals,
#Neutrals, #OffWhite, #OatMilk,
@bienabien_official Rylee & Cru UPÉ

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Meta purples
Evolve WGSN’s Colour of the Year 2023
Digital Lavender into deeper, digital-
inspired tones of purple for A/W 24/25,
driven by space exploration and the
#Metaverse.

As tinted darks become an increasingly We Are Kids

important colour category into 2024 and

beyond, look to test deep purple hues for kids
and tweens in A/W 24/25.
Digital hues like Murasaki Purple and Meta
Maison Mangostan
Mauve are key shades; use across jersey
separates, sweats and knitwear for a grungy
vibe, while plush, velvety finishes add a
sumptuous, gothic feel for winter dresses and
occasionwear. The Sunday Collective

WGSN search data: the popularity of purple has

increased, with interest over time increasing by
36% YoY in 2023
WGSN confirmation: Kids' Colour Forecast A/W
24/25, Colour Evolution A/W 24/25, Global
Colour Forecast A/W 24/25
Brands to watch: Maison Mangostan, The
Sunday Collective, Daily Brat, Cos I Said So
Cos I Said So American Vintage Daily Brat

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Sunshine yellows
Reflecting a desire for optimism and
warmth, cheerful shades of yellow will
resonate with consumers during the
polycrisis era.

Layer together sunny shades for jersey basics,

ranging from golden egg yolk through to Bobo Choses

primary yellow and grounding mustard. Team

with off-white to update simple stripes and pair
with meta-purples for a bolder, fashion-forward
combination, as seen at The Animals
@theanimalsobservatory
Observatory (Spain).
Look to test yellow as a transseasonal colour for
A/W 24/25, as radiant shades will remain
important into S/S 25, with Ray Flower called
out as a key global colour. Letter to the World

WGSN e-commerce data: in the US, yellow’s

new-in out of stock (+0.5ppt to 4%) and new-in
markdown rates (+5ppt to 36%) performed
better than overall colour averages of 2% and
37%, respectively.
WGSN search data: the popularity of yellow has
grown slightly, with interest over time
increasing by 9% YoY using the WGSN search-
social index Long Live the Queen @jellymallow_official @piupiuchick

Brands to watch: Long Live the Queen, The

Animals Observatory, Bobo Choses,
Piupiuchick, Letter to the World

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Bold leopard
Update perennial animal print via new, vivid
colourways and bold, graphic styles, in line
with our Party Animals and Nouveau Nature
stories for A/W 24/25.

For a commercial refresh for everyday basics

such as leggings and sweatshirts, opt for Daily Brat

traditional leopard spots on colourful bases.

Introduce fuzzy textures for #StatementKnits, as
seen at Korea’s Lucky Try, to amp up tactility.
A more directional approach sees animal prints
Cooiii
spliced together alongside checks, proportions
scaled up and #AbstractAnimal variations, as
seen at The Animals Observatory (Spain) and
tracked on WGSN’s Fashion Feed.
WGSN confirmation: Kids’ Prints & Graphics Scotch & Soda via Smallable

Forecast A/W 24/25: Future Terrains, Kids’

Prints & Graphics Forecast A/W 24/25: Inter-
Actions, Kids’ Prints & Graphics Forecast A/W
24/25: Expanded Imagination
Brands to watch: Lucky Try, The Animals
Observatory, Mini Rodini, Wynken, Daily Brat,
Coooiii

Lucky Try Wynken @theanimalsobservatory

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Reworked checks
Revitalise this core print and pattern
category with fresh colour palettes and
playful variations in scale.

Geometrics are given a reboot in line with our

A/W 24/25 Expanded Imagination forecast.
Continue to evolve the popular #Checkerboard @fishandkids

print with scaled-up proportions, bold colour

combinations and splice with gingham and
striped designs.
Use as a playful way to update true knits,
@stellakids
sweatshirts, cosy fleece jackets and accessories.
Shift away from monochrome and opt for a
palette of #WarmMidtones set against primary
brights to create a nostalgic, retro-prep
aesthetic. @misha_and_puff

WGSN e-commerce data: in the US,

plaid/checks increased their share of the print
mix by +1ppt to 9%. In the UK, the best-
performing categories this season for
plaid/checks were knit jumpers and knit
bottoms. Knit jumpers had a new-in out-of-
stock rate of 6%, while knit bottoms were 9%.
WGSN Fashion Feed: #ArtfulChecks,
#Checkerboard, #ChecksonChecks, #Spliced, @hiro_store_ A076 Knit Planet
#Geometrics, #ChecksonStripes

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Cats and dogs
Continue to invest in domestic pet motifs
for A/W 24/25, as they remain a popular key
icon with mass commercial appeal.

Harnessing our #ItsADogsLife story, the poodle

is ‘best in show’ for dogs; keep illustrations
simple, in line with minimal colour. Use to @tinycottons

update all-over prints across outerwear and

bottoms, as well as fun placement graphics on
sweatshirts and knits.
For cats, opt for fluffy, long-haired varieties,
Wynken
introducing 3D plush applications for added
tactility. Black cats add a mystical spin and
make for ideal #Halloween drops, as seen at
Maison Mangostan (Spain).
WGSN Fashion Feed: #PetClub, #AnimalMagic, Maison Mangostan

#HomeHub, #ItsADogsLife, #KeyIcons

Brands to watch: Wynken, Tinycottons,
Weekend House Kids, The Animals
Observatory, Maison Mangostan

Kiabi @mini_rodini Bellerose

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Preppy stripes
Capitalise on the #NewPrep trend by
protecting sporty hooped designs and
#PreppyStripes.

Inject newness into perennial stripes through

hyper-prep-inspired colourways, creating high-
energy looks with broad appeal. Extra-wide, Wander & Wonder

bold hoops update the classic #RugbyTop; layer

up variating sizes of stripes on stripes for a
fresh take.
Deep purples and #FondantPink work in
True Artist
addition to neutrals as key gender-inclusive
shades for base colours. Introduce flashes of
#SunnyYellow, Crimson and #AstroGreen for
added punch.
WGSN e-commerce data: in both regions, A Monday in Copenhagen

stripes remain a steady staple within the print

mix. The UK saw stripes increase their share of
the new-in mix +2ppt to 10%. In the US, stripes
only decreased by -0.3ppt to 6%.
WGSN confirmation: Key Prints & Graphics:
Kids’ A/W 24/25, Kids’ Prints & Graphics
Forecast A/W 24/25: Expanded Imagination,

The Animals Observatory Cos I Said So The Sunday Collective

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Nouveau florals
Florals remain a staple for girls’ print; A/W
24/25 sees stylised Nouveau florals come
into focus, in line with our Future Terrains
Prints & Graphics forecast.

Look to mirrored and regimented repeats

inspired by the Art Nouveau movement and @littlecottonclothes

#FurnishingFlorals, for highly decorative

compositions with a luxurious feel, ideal for
winter party and occasion pieces.
For everyday looks, simplify ornate florals into
@bonjour_diary
two-colour, block-print-inspired designs in a
diamond repeat, as seen at the UK’s Little
Cotton Clothes and Boden, to update outerwear
and knits.
WGSN e-commerce data: florals were one of Coco Au Lait

the best-performing prints in the US, holding a

5% share of the new-in mix in the US, and
performed well compared to the overall print
new-in out of stock rate average of 2%, +0.1ppt
to 3%. In the UK, florals saw an increased share
of the print mix, +0.5ppt to 6%, and lower-than-
average markdowns, and new-in out of stocks
were +2ppt to 8%, well above the print average
of 2%.
Froo @louisemisha Boden
WGSN confirmation: Key Prints & Graphics:
Kids’ A/W 24/25, Kids’ Prints & Graphics
Forecast A/W 24/25: Future Terrains

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Methodology
WGSN e-commerce data WGSN search index
Data for this report was collected across retailers in the UK and US from September WGSN uses a proprietary search index to identify trends and keywords on what
– October 2022 and 2023 topics and areas people are engaging with worldwide. We capture intelligence from
Please note, some retailers are excluded to ensure like-for-like calculations and to millions of searches by analysing text-based data and by understanding its evolution
over time
avoid inflated product counts due to the acquisition of new retailers on the WGSN e-
commerce platform Data was collected from September 2022 – October 2023
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
YoY: year on year

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