2024 Kids Fashion Boom: How 90s Parents Are Shaping Family Look Trends

Noh Hyun-young | 2026.03.10

After adult-focused Setter, LEE, and Covernat, Imis launched its first kids line in February
1990s-born parents are spending more
W Concept and Musinsa report rising related sales

 Recipe Group
 Recipe Group
As the family-look trend—parents and kids wearing matching or similar designs—continues to spread, fashion labels that built loyal followings among people in their 20s and 30s are launching kids lines one after another. With many of their original customers now becoming parents, the industry is leaning into family-focused growth strategies.

Fashion label Imis rolled out a kids line at the end of last month, six years after its adult label debuted in 2020. For its first collection, Imis reimagined signature adult pieces—think bold-colored baseball caps and short-sleeve tees—into kid-sized versions. Lifestyle brand Wednesday Oasis also introduced a dedicated kids range, “Wednesday Oasis for Kids,” on W Concept last month, adapting adult favorites like the Signature Raglan sweatshirt and stripe-collar knit into playful kids styles.

 Recipe Group
 Recipe Group
Recipe Group’s label Setter debuted a kids line in September of last year. Meanwhile, fashion company BKAVE launched LEE Kids in 2024 and has expanded Covernat Kids into a standalone line, with the company now overseeing design and distribution.

 Recipe Group
 Recipe Group
The move toward kids collections tracks closely with customers’ life changes. The so-called “second eco-boom” generation—those born around the 1990s—has emerged as a key kids-market demographic as they become parents. Their tastes in children’s clothing differ from older generations: rather than character-driven kidswear, they prefer brand-led pieces that reflect their own style and let families create coordinated looks. Recent kids launches often reinterpret a brand’s adult staples so parents and children can naturally pull together a cohesive family look.

An industry insider noted, “The culture of parents and kids matching outfits or shoes and sharing those looks on social media is spreading,” adding that as this behavior becomes entrenched, more designer brands with strong 20s–30s followings are introducing kids lines.

 Recipe Group
 Recipe Group
Industry executives see big upside in the kids market. Even with low birth rates, the “one-child splurge” trend—households spending generously on a single child—helps sustain demand. Launching kids lines also allows brands to expand loyalty to whole families: parents try a label first, then buy matching pieces for their kids, creating natural cross-generational purchases.

Retail platforms are reflecting that momentum in sales. W Concept, the Shinsegae-affiliated fashion platform, reported kids-category sales quadrupled year-on-year last year, and the number of brands on the platform more than doubled. W Concept opened a dedicated kids section in 2024 under the “Contemporary Kids” concept and is scaling up the business.

Musinsa saw roughly a 35% increase in transaction value for the kids apparel category last year, with the number of brands on the platform up about 20%. Musinsa Standard Kids, launched in 2022, saw online sales rise 83% and offline sales grow 6.7-fold last year. LEE Kids’ transaction value on Musinsa more than quadrupled over the same period. 29CM, Musinsa’s fashion-and-lifestyle platform, began expanding its kids category in 2024 and saw that category’s transaction value jump more than fourfold last year.

 Recipe Group
 Recipe Group