Clothing lines founded by moms and daughters are addressing a critical gap in the market: fashion for girls between 8 and 12
Ariella Maizner started sewing at age 6. By 9, she was making clothes for herself and friends. That hobby became the launchpad for her tween clothing line, Theme. At 10, she was showing off her designs during New York Fashion Week.
Theme’s clothes exist on the line between girlhood and grown-up. Dresses are strapless but come with detachable straps in case the tween isn’t comfortable baring her shoulders. Special-occasion dresses have cutouts but can be worn with the opening in the front or back, depending on the girl’s comfort level—and what her parents allow.
“When I design, I think about what the girl wants—because I am the girl,” said Ariella, now a 16-year-old high school sophomore at a New York City public school.
A growing number of brands are looking to fill that gap in the market. They’re being launched by the people who know the demographic best: actual tweens and their moms.
For more information on licensing opportunities with THEME, visit https://imglicensing.com/brands/theme/