Children as young as five-years-old like to choose their own clothes, Morrisons research shows

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Supermarket aisles became fashion runways this week as children took to the catwalk in front of a ‘star’-studded front row filled with miniature versions of celebrities such as Kanye West, Anna Wintour, Kim Kardashian and Cara Delevingne.

The unique ‘kidwalk’ from Morrisons follows new research revealing how children like to pick their own clothes from as young as five years old. 45% of parents will regularly ask their child’s opinion before purchasing a garment, and 81% of children will choose their own outfits without any help from their mum and dad.

The supermarket fashion takeover has been designed to promote the latest Morrisons Nutmeg SS17 kids clothing collection ahead of London Fashion Week. Under the watchful eye of the world’s most influential ‘mini’ critics, the show opened with a trendy boho dress, a timeless denim jacket, plus robot and dinosaur motifs.

Morrisons’ Nutmeg clothing has contributed to the supermarket becoming one of the nation’s top 20 fashion retailers last year. In 2016, Nutmeg sold the equivalent of three items per child in the UK up to the age of 13-years-old.

After reviewing the collection, the fashionistas of tomorrow revealed what they look for when dressing themselves. Forty one per cent of kids up to the age of 12 will choose to wear their favourite superhero print, over a third (34%) will wear a picture of their favourite animal and 29% will opt for denim.

The research revealed the top 10 designs kids look for when choosing their favourite clothing:

  1. Superheroes (41%)
  2. Animals (34%)
  3. Denim (29%)
  4. Flowers (27%)
  5. Words (24%)
  6. Dinosaurs (23%)
  7. Shiny (21%)
  8. Stripes (20%)
  9. Monsters (13%)
  10. Spots (12%)

Claire Cave, head of buying and design at Morrisons’ Nutmeg, said: “This is our first ever in-store fashion event, and we are very pleased to have fashion’s biggest critics appearing in our front row. The Nutmeg kids clothing range is designed with kids in mind and is full of thoughtful details – free from itchy labels, adjustable waistbands, soft materials and big zippers – as well as trendy hero pieces.”

Nutmeg Children’s clothing is now available in all Morrisons stores. The collection offers clothing sizes for all children, from new born through to 14 year olds and all items are covered with a 200-day no-quibble guarantee.

Ranging from £2, Nutmeg Spring Summer 17 includes lace insert denims, monochrome looks and the label’s first-ever active wear range.