Elle Kids makes its mark in children’s wear

MANILA, Philippines - Gone are the days when style for kids is dictated by parents; children today are developing their own sartorial styles, and International Globale Marques (IGM), the leading distributor, manufacturer and licensor of branded children’s products in the Philippines, foresaw this trend early on. IGM chief operating officer Maye Yao Co Say notes that “My daughter (Meagan) would always go shopping with me and I noticed how she loved fashion. Many little girls in the Philippines share the same passion. I wanted to bring a brand that widens and elevates the fashion range in the Philippine children fashion industry.”

With that in mind, IGM brought Elle Kids here in 2009. The clothing brand, known for its ever-elegant and tasteful Paris-inspired styles, comes from the same company that started the revered women’s magazine in 1945. The brand has gained a considerable following here among both kids and parents because of its chic and distinct lineup of merchandise from tops, bottoms and dresses to shoes. Co Say says, “Elle Kids’ success in the Philippines is rooted in our country’s love and appreciation for fashion. We are a country of highly visual individuals who love beautiful things. Our fashion sense is forward and our inspirations have always been global. We saw that in adults and we have anticipated this early on for Filipino kids as well.”

The brand is currently making waves in countries worldwide including the US, Europe, Japan, South Korea, Thailand, Hong Kong, India, China, Taiwan, and Middle East regions.

Co Say believes that girls ages four to seven begin to form their own style tastes and so Elle Kids provides girls with “wide choices in color and level of sophistication.” She adds that today, moms with boys of that age love to dress their little lads with “more chic flavor.”

As the parent magazine celebrates its 70th anniversary this year, Elle Kids also commemorates fashion and style with the 7 Decades Collection for kids. With pieces intricately designed by Elle’s Paris team, the 7 Decades Collection is Elle’s way of showing how significant kids’ fashion is to the brand.

Co Say goes back to IGM’s thrust to provide the best products for children: “We also acknowledge that kids’ fashion choices change. What does not change is our commitment to provide stylish pieces that have good construction and quality.”

Elle Kids apparel and shoes are available at all leading department stores nationwide and at the Ogalala Store at Shangri-La Plaza, East Wing.