The matching family outfits trend is here to stay
Matching family outfits, or family twinning, isn't just in Kardashian territory anymore. Here's why people are loving family twinning - and where to buy mini-me clothes in London
This is true for children's items, too: while every parent has undoubtedly shopped on the high street, many are much more conscious about what their children are wearing, seeking out sustainable or gender neutral brands made from organic materials, or looking to stock up on pre-loved Stella or Baby Dior on the cheap.
We're also really, really desperate to wear clothes that match our kids - and you don't need to be a Kardashian or professional Insta influencer to have fallen for the craze.
Whether you see it as cute or kitschy, a sign that grownups can't give up their youth or that kids are growing up too fast, matchy-matchy dressing has a certain appeal that's not going away - just look at how many under 12s are rocking pleather jeggings and you'll see what we mean. A recent article in the Telegraph suggests one reason for this is because parent-child twinning is about more than capturing the perfect photo - it's another way for a family to bond away from screens and have fun with each other.
Of course, parent-child twinning is nothing new (a quick glance through the 1980s-1990s Laura Ashley archives will confirm this), and sibling twinning has always been popular (it's the only way to stop the tantrums, as it turns out).
What feels different is the idea that kids need to dress as "kids." The abundance of mini-me-but-look-like-big-me fashions available suggests that the new normal is kids dressing like grown-ups, but not in an age-inappropriate way. In a quirky, individual, stylish way.
One of the things that's lovely about parent-child twinning is that gender doesn't matter here; mums are wearing sweatshirts to match their son's babygrows, dads are twinning tees with their daughters. And it's everywhere, from ASDA's mother-daughter Halloween costume tutus to matching slogan tees, it's never been easier to dress like a kid. Or do we mean dress like an adult?
Mini me dressing - where to shop the look
Go wild! Scamp & Dude's coral leopard print jumper (£50) and coral baby romper (£30)
Scamp & Dude
Renowned for fantastic kids' leggings, babygros and sweatshirts in funky prints (jungle print in every colour!) and Superhero sleep buddies, Scamp & Dude ticks the box of being ethical, stylish and gender-neutral for kids and adults of all ages.
"The main things I wanted to get right was to design clothes that adults would love as much as the kids, cool prints and faded washed out fabrics," founder Jo Tutchener-Sharp told Junior mag - interestingly, it's the women's sweatshirts, beloved by celebs like Liv Tyler and Billie Piper, that are the regular sell-outs on the site.
Is anything cuter than head-to-toe Burberry on your mini-me? We don't think so... Photo: Alex & Alexa
Alex and Alexa
Designer ranges for kids have never been more comprehensive - or looked more like mini versions of adult styles. Think slogan sweatshirts, Burberry trenches and Moncler puffers - kids can either look really trendy and sophisticated on their own, or make a cute matching pair with a parent who's also wearing a similar statement designer outerwear item. Alex & Alexa has a fantastic selection of designers like Stella McCartney, Fendi, Moschino, Kenzo Kids and more.
Mini Sophia Websters from Childrensalon... just as irresistible as their grown-up sized counterparts
Matching footwear is just the cutest - especially if that footwear is Sophia Webster's signature butterfly-adorned shoes, but in mini sizes. Childrensalon also has all of the top designer kidswear brands, and fun sustainable brands like Mini Rodini and Frugi (sadly not available for adults - yet).
Minna Parikka's signature rabbit trainers
Another twinning shoe brand we can't get enough of is Minna Parikka - the Finnish label is known for their bunny sneakers (complete with ears and fluffy tail) and lollipop heels, so couldn't be better suited to chic children and their parents. Does it get any better than bunny-eared baby hi-tops?
Desmond & Dempsey at Harrods
We've all been eagerly awaiting the launch of beloved PJ brand Desmond & Dempsey's kids jim-jams, and they don't disappoint. The same soft organic cotton we love, the same tiger and pineapple prints in smart colourways - this mini-me collection has all of the sophistication of its older, adult-sized siblings. Sure, there's a new croc print and some ultra-cute nappy cover shorts, but a big part of its appeal is that the whole family can twin together. Think of the Christmas Day photo.
The Milla swimsuit from Mott50
This cool swimwear brand has built-in sun protection in every garment - and twinning rash vests for parent and child. If you need inspo for your next beach hols, look no further than Chrissy Teigen and daughter Luna twinning in matching avocado prints from the brand.
Kids' clothes for grownups
The new Mini Boden x Harry Potter collection, where sweatshirts go up to a size 15-16
Every fashion editor will tell you that one of the best ways to save cash when you love to shop is to head to the kids' section of an adult store - so yes, the twinning goes both ways. One not-so-secret secret beloved by the prepster NYC set involved popping into Ralph Lauren's children's department where large kids' polo and rugby shirts were half the price of adult ones (and had a flattering slim fit).
Uniqlo is famous for tempting adult shoppers (a L is roughly an adult 8-10)
The best sartorial news for kids and grownups this season has been the launch of Mini Boden's Harry Potter collection, which is really making us wish we went to Hogwarts. Happily, the sizes go up to 15-16 years, so you and your mini-me can both rock the House Breton together (you're in Slytherin, obvs).