Comfort, safety, joy: What matters most in designing children’s fashion

Marketing campaigns are crafted with a protective lens, placing the comfort and wellbeing of young models above everything else. Photo: Beemores

Designing for children is a world of its own – one where comfort, safety and joy take precedence over trends.

Childrenswear brand founders today balance practicality with imagination, creating pieces that allow little ones to move freely while embracing the whimsy and wonder of childhood.

Freedom to just be

As parents grow more mindful, fabric choice and craftsmanship have become defining markers of quality.

Soft, breathable natural fibres and careful construction reflect a shift toward durability and conscious consumption.

Kapten Batik head of creative Fadli Muhsin says that designs for children are all about empathy and truly understanding how they move, play and express themselves.

“It’s all about comfort and safety, but creativity is what makes the design come alive. Unlike adult wear, childrenswear needs intuitiveness, functionality and joy all at once,” says Fadli.

According to Maison Q founder and creative director Suhana Ab, designing for children means balancing imagination with practicality.

“Comfort and safety are always the starting points. Fabrics must be breathable, seams soft and with silhouettes that allow freedom of movement. I find that adults have a higher threshold for discomfort in clothes and at times are okay with materials that are not as comfortable but look good when worn,” says Suhana.

“Very often, kids tell you straight up when something is uncomfortable.”

Beemores co-founder Wong Jim Khen notes that after going through countless feedback and after-sales reviews, two words always stand out, comfort and softness.

“We decided that those are what parents value most, and that’s where we put our focus. As for creativity, we keep things minimal and simple – a timeless design that is comfortable for everyday wear,” says Wong.

He believes that the difference between designing for adults and children isn’t always that far apart, as many elements can be shared.

Brands focus on breathable natural fibres and low-impact dyes that are durable, practical and safe for the environment. Photo: Kapten Batik

“Of course, there are unchangeable factors like humid weather and practicality that naturally influence both. For example, babies have more delicate skin, so we need to ensure the fabric doesn’t trap heat or cause irritation. Breathable and soft materials make all the difference in their comfort,” says Wong.

Given that comfort is the number one driver of childrenswear, brands prioritise high quality materials.

“All of our cotton pieces are 100% cotton and come from a Japanese mill that is based in Indonesia. The fabrics are Oek-Tex certified which means the fabrics are free of chemicals that could be harmful to human health,” says Suhana, whose brand is known for its reversible apparel – two outfits in one.

The outfit uses two layers of materials but as the materials chosen are thin, it remains lightweight.

With colourful prints and intricate patterns, brands are also very careful about the dye used.

“Our focus is on breathable natural fibres and low-impact dyes that are durable, practical, and environmentally responsible. The growing demand for safe, sustainable fabrics reflects how mindful today’s parents have become,” says Fadli.

Wong notes that there is also a growing demand for sustainable and natural fabrics in children’s fashion.

“Beyond making a brand appear more premium, these materials help parents feel more confident and secure in their purchase. With the rise of environmental awareness and ethical values among new parents, such fabrics have become an important selling point across the industry,” he adds.

Read more: How Malaysian women are elevating their headscarf styling with chic accessories

A delicate process

Despite the smaller size of the garments, the precision required – from stitching to finishes – often makes childrenswear more labour-intensive, with tighter margins than expected.

“It is a common misconception that children’s clothing costs less. One would think smaller pieces mean lower cost, but that’s not the case, at least with us,” says Suhana.

“The details are often more intricate because the proportions are smaller, which means cutting, stitching and finishing must be extremely precise.

“Buttons, snaps, and trims also need to be child-safe, which adds another layer of quality control which translates to higher cost.”

According to Suhana, smaller garments are also more challenging to handle due to their size.

“Due to this, the cost of producing a child’s outfit is not proportionally lower than an adult’s, even though the retail price often is. The fabric yield may be smaller, but labour, sampling and compliance standards remain the same.

“As a result, profit margins for childrenswear tend to be tighter – yet the emphasis is placed on quality, comfort and craftsmanship rather than volume,” she says.

With smaller garments, the fabric usage per piece is naturally lower which also translates to lighter transportation weight and slightly less intensive manpower when moving materials during production.

However, Wong says, while this sounds like an advantage, the amount of manpower, materials and machinery involved is still the same, but just in smaller portions.

“At the same time, the cutting, stitching and finishing are often more complex and require higher precision than adult apparel.

“Some parts are so small that extra care is needed, like flattening rolled edges just to sew them properly. All these small details can slow down the production process,” says Wong.

He notes that rather than focusing on pricing, he zones in on inventory management as reducing the number of dead stock helps keep the profit forecasts healthy.

“Unlike adult apparel where the demand is usually consistent across all sizes, childrenswear is a little different, newborn sizes (0 month to 12 months) tend to sell less compared to other sizes because babies outgrow them so fast.”

Positive environment

Childrenswear labels today champion inclusivity in their campaigns, embedding values of confidence, curiosity and kindness in their storytelling. Photo: Maison Q

In children’s fashion, marketing campaigns are crafted with a protective lens, placing the comfort and wellbeing of young models above everything else.

The result isn’t just imagery that feels authentic, but a growing industry standard that recognises a child’s safety, boundaries, and emotional comfort as the true foundation of any successful campaign.

“When working with children on set, we create a relaxed and positive environment where they can be themselves. Parents are always present, the session times are short, and direction is kept soft. The idea is to capture natural expressions, not posed ones,” says Fadli.

Extra effort is made to engage with children on set, by chatting with them about their interests, having snacks readily available and being prepared to let a child take as much time as they need to feel at ease.

“All parents sign a consent form that clearly explains how the photos and videos will be used. Our shoots are kept intentionally short and we always try to make them fun – incorporating simple activities like blowing bubbles, dressing teddies or pulling wagons around.

“Playful props like wooden cameras or sunglasses also help children relax and be themselves,” says Suhana.

“There have been times when a baby fell asleep mid-shoot, and we simply waited until the baby woke up before continuing. We move at the child’s pace – never the other way around,” she adds.

“With an approach that focuses on natural posing and letting children play and laugh to capture genuine, candid moments, the primary goal isn’t about getting ‘good’ pictures,” says Wong.

“Snacks and refreshments are always available in case the children get hungry, and we keep the mood light and fun. That natural joy is what we want to represent in our brand,” he says.

Read more: Fashion finds its true self? Why authenticity now matters more than trends

Values and authenticity

The fashion industry is heading toward a future defined by responsibility and authenticity, where representation matters as much as design.

From championing inclusivity in their campaigns to embedding values of confidence, curiosity, and kindness in their storytelling, childrenswear labels are increasingly aware of the influence they hold.

“Through our original prints and the stories behind them we also hope to encourage curiosity in young kids. My team and I spend a lot of time looking up references and inspiration for our prints and this is communicated to our customers. In a way, we are also sharing more knowledge with them,” says Suhana.

“Inclusivity is also something we take seriously. If you look at our campaigns, you’ll notice children from different backgrounds and ethnicities – a reflection of the diverse world we live in. We want to celebrate that all kids are beautiful in their own way.”

Suhana notes that across the industry, brands are become conscious of the messages they put out, focusing not only on aesthetics but also on values, representation and positive self-image.

Beyond the technicalities, children’s fashion is increasingly about values, with brands using design and storytelling to foster confidence, inclusivity and curiosity, ensuring campaigns and collections portray a world where all kids feel seen.

“Children’s fashion brands genuinely bear the responsibility to support inclusivity, confidence, and imagination in children,” says Fadli.

“Authenticity is the future of this industry; the designs allow kids to move freely, dream freely, and grow freely.”