Playtime Paris returned for its three-day s/s 27 edition in June, bringing together an international mix of childrenswear brands, print designers and lifestyle labels. Reflecting the industry’s evolving direction, the show highlighted key themes shaping the market, from responsible design and material innovation to distinctive brand identities and the ongoing influence of lifestyle-led childrenswear. Here are our brand highlights.
Camu Camu
Celebrating more than 50 years of Brazilian childrenswear heritage, Camu Camu (pictured above) continues to build on its signature blend of vibrant colour, handcrafted detailing and playful design. Founded in the 70s by Maria Antônia Scudeler, the brand began with handmade garments for her daughters and has since evolved into a distinctive label recognised for expressive prints, rich textile details and a joyful approach. Designed for ages 1-12 years, the s/s 27 Magic Atelier collection transports children into an enchanted world of florals, exotic birds, playful creatures and imaginative landscapes. It combines bold colours with softer natural tones, featuring oversized florals, mermaids, tropical motifs, checks and stripes, together with details such as oversized bows, ric rac trims, contrast collars, ruffles and three-dimensional origami detailing. Recognising that each stage of childhood brings different needs, Camu Camu also offers Camu Camu Mini, designed with the same focus on comfort, authenticity and handcrafted detail. We love the brand’s confident use of colour, scale and detail, which brings a sense of magic and individuality to every piece.
Contact: keth@ffsbrazil.com / @camucamubrasil
Pehr
Founded by two childhood friends, Pehr has become a leading children’s lifestyle brand offering a considered collection of apparel, footwear and accessories. Designed in Toronto, Pehr emphasises quality craftsmanship, GOTS-certified organic cotton, responsibly sourced materials and ethical production, creating timeless pieces with lasting appeal. For s/s 27, the brand draws inspiration from family holidays and the carefree spirit of summer, delivering a coordinated collection in soft pastels, ocean blues, warm neutrals and vibrant seasonal accents. Hand-drawn prints, painterly stripes and playful motifs sit alongside chambray, slub cotton and garment-dyed fabrics, while relaxed silhouettes and versatile separates offer comfort and flexibility throughout the range. Seasonal prints, including Up Up & Away, Cabana Stripe, Strawberry Fields, Carousel, Aloha and Poolside Blue, appear across styles and ages. We love the combination of elevated design, responsible production and everyday practicality.
Contact: paige@pehr.com / @pehr
FITH CO., LTD.
Under the s/s 27 theme The World Through Your Eyes, Japanese childrenswear company FITH CO., LTD. explores how clothing becomes part of the memories and experiences that shape childhood. One of its brands, DENIM DUNGAREE, captures this spirit through a nostalgic interpretation of vintage workwear, military references and classic American casualwear. For s/s 27, it reimagines familiar silhouettes with original textiles, playful embroidery, aged finishes and characterful details, creating pieces that feel as if they already carry their own history. Flight-style jackets, reversible outerwear, cargo silhouettes, striped jerseys and graphic T-shirts blend retro sportswear influences with the brand’s signature individuality, resulting in clothing designed to be worn, lived in and to become more personal over time. Alongside DENIM DUNGAREE, FITH CO.’s portfolio includes FITH, known for Japanese textiles and refined craftsmanship; GO TO HOLLYWOOD, which blends past and present through expressive design; and GROOVY COLORS, which offers a contemporary approach through sporty shapes and bold graphics. Across all four brands, FITH CO. shares a commitment to originality, authenticity and enduring quality. We love how DENIM DUNGAREE transforms nostalgia into fresh, characterful pieces that invite children to create their own stories.
Contact: a-kessaris@fith.co.jp / @fith_official
Extra-Extra
Australian childrenswear label Extra-Extra challenges traditional kidswear conventions with its anti-cute approach, blending a fashion-led perspective with relaxed silhouettes, premium fabrics and considered detailing. Designed for ages 1-12 years, the brand draws inspiration from streetwear and sportswear, creating oversized, versatile pieces with a focus on longevity and everyday wearability. For s/s 27, Still Extra captures the effortless attitude of surf and skate culture. Butter yellow, cyan, rust, khaki, navy and soft pink feature alongside graphic checks, custom sports mesh and technical fabrics, while exclusive artwork by Spanish artist Diego Sánchez Barceló and a large-scale painted check by Pedro Enrico Garcia lend a distinctive creative signature. With a strong retail presence in Australia and growing recognition in Japan, Extra-Extra is now bringing its distinctive approach to Europe, exploring wholesale opportunities with selected partners. We love the way Extra-Extra translates the relaxed codes of streetwear into playful, wearable pieces with a clear, recognisable identity.
Contact: haylee@extra-extra.com.au / @shopextraextra
Little Lykke
Little Lykke is the new childrenswear label from Japanese apparel manufacturer Univertex Co., Ltd., bringing decades of experience producing denim and woven garments for a wide range of Japanese fashion brands to its own colourful collection. Launched for s/s 26, the brand pairs original graphic prints and vibrant colour palettes with comfortable, easy-to-wear silhouettes, creating playful pieces with broad commercial appeal. Sustainability is rooted in responsible manufacturing and longevity, with a focus on producing durable, high-quality garments rather than trend-driven fashion. A particular standout is the premium Japanese denim capsule collection crafted by skilled artisans in Kojima, Okayama – the country’s renowned denim capital. We love the fresh, graphic handwriting and cheerful use of colour, backed by the credibility of genuine Japanese manufacturing expertise.
Contact: info@little-lykke.com / @littlelykke2026
Hippo Parade
Among the new names exhibiting at Playtime Paris, UK childrenswear label Hippo Parade stands out for its playful approach to circular design. Founded by British accessories designer Kat Maconie, the brand is designed for ages 2-10 years and built around its signature Fupcycle concept, which transforms salvaged denim into a distinctive woven textile that runs throughout the collection. Reclaimed jersey offcuts, meanwhile, are reworked into statement tutu dresses. Rather than treating upcycling as an afterthought, reclaimed materials sit at the heart of the collection’s visual identity, resulting in bold, characterful pieces that celebrate creativity through remaking. Also exhibiting at Playtime New York through its US distributor, Hippo Parade is a new name to watch. We love the brand’s inventive use of reclaimed materials, which creates a collection that is both playful and instantly recognisable.
Contact: oliva@vida-kids.co.uk / @hippo_parade
Semon ApartMent
Japanese childrenswear label Semon ApartMent presented its s/s 27 collection, Collecting Memories, at Playtime Paris, drawing inspiration from everyday experiences and shared moments that shape childhood. Designed in Japan, the collection blends nostalgic references with playful motifs, from vintage-inspired florals and hand-drawn zoo and yacht prints to imaginative space-inspired illustrations by creative director Megumi Kashima. A cohesive approach to colour, print and silhouette gives the collection a strong design identity. At the same time, lightweight summer knits, textured waffle fabrics and versatile jersey separates ensure practicality for everyday wear. With its gender-inclusive aesthetic and original artwork throughout, Semon ApartMent offers retailers a distinctive collection that balances creativity with functionality. We love how the hand-drawn illustrations lend personality and charm to timeless everyday essentials.
Contact: yuka.colling@wearefro.com / @semon_apartment
Eight Thousand Miles
Championing slow fashion through authentic craftsmanship, Eight Thousand Miles celebrates traditional textile techniques and ethical production at every stage of the collection. Each season begins with hand-drawn prints created in New York, then meticulously carved into wooden blocks and hand-printed onto soft cotton by heritage textile-printing families in India. The garments are then sewn by small, women-led sewing collectives, resulting in timeless childrenswear with genuine artisan provenance. Designed with comfort, quality and longevity in mind, the seasonless collection offers retailers a distinctive alternative to trend-led fashion, with pieces made to be worn, treasured and passed down. We love the coordinating styles for children and adults, together with the beautifully hand-printed fabrics and understated aesthetic.
Contact: shweyta@eightthousandmiles.com / @eightthousandmi
Gingersnaps
Rooted in a commitment to slow fashion, Gingersnaps combines carefully selected fabrics and thoughtful construction to create childrenswear designed for comfort, durability and everyday wear. Embroidery, smocking and patchwork add depth and a distinctive handcrafted finish, reflecting the brand’s appreciation for heritage craftsmanship. Inspired by nostalgic summer escapes, the s/s 27 collection, Beneath Endless Skies, brings together vintage-inspired prints, orchard florals and heirloom details, all set within soft colour palettes, delicate embroidery and timeless silhouettes. Designed entirely in-house, the collection reflects the brand’s considered approach to fabric, print and colour, creating refined pieces with a strong sense of identity. We love how traditional techniques are seamlessly woven into modern designs, resulting in childrenswear that feels both nostalgic and relevant.
Contact: partnerwithus@gingersnaps.com.ph / @gingersnapsusa
Earthlings United
Founded by Australian siblings Anna and Rick, Earthlings United is rethinking childrenswear with a collection designed to grow alongside children, helping families buy less and reduce clothing waste. Made in Portugal from GOTS-certified organic cotton, the brand combines thoughtful design with sustainable innovation, including natural mineral dyes and low-impact finishing techniques that enhance durability while reducing water use. Designed to fit up to four years, each garment features clever adaptive details, including extended cuffs, adjustable waists and relaxed silhouettes that evolve as children grow. New for s/s 27, the collection introduces tie-dyed pieces alongside a palette of earthy mineral tones and soft seasonal hues, adding a fresh dimension to the brand’s signature aesthetic. Offering retailers a genuine point of difference, the seasonless collection combines practical longevity with certified sustainable production and everyday wearability. We love the innovative grow-with-me concept, which proves that children’s clothing can be beautifully designed, built to last, and kinder to the planet.
Contact: wholesale@earthlingsunited.com / @earthlings__united.com
The next edition of Playtime Paris will take place from 30 January to 1 February 2027. For further information on Fiona Coleman’s work, you can follow her on Instagram here.