Many mothers the world over are expressing chagrin at the children’s clothing industry’s growing tendency towards eerily adult apparel reimagined in miniature format, and are increasingly opting for the kind of flowery playsuits and prettily patterned T-shirts that are befitting of a small child. So thank the stars for emerging Shanghai-based childrenswear label Chouchou Chic! Founded in 2008 by young mother Christine Lai and her French business partner (who she met when studying design in Paris), the range in elegant but simple tot togs for toddlers to 10-year-olds boasts a distinct hybrid of the French and Oriental aesthetic.
Chouchou Chic particularly specialises in pure cashmere knitwear, and past seasonal fashions for girls and boys have included woollen capes, ultra-soft knitted long-sleeved dresses, and suede leather boots, but for the upcoming Summer, they will be unveiling their hugely popular range in cotton cheongsams available in a number of gorgeous floral-patterned fabrics. The store’s reasonable prices and recognisable style have proved such an immediate hit with stylish Shanghai parents that there are now four stores (and counting) across the city, all decked out with their signature whitewash, brightly coloured prints, and toys that are sure to keep the little burdens distracted.
Unit 47 / Tianzifang / 248 Taikang Lu / +86 21 6415 0520 / +branches / chouchouchic.taobao.com