Kitaro children's clothing looks back on 60 years of children's clothing evolution

Over the past 60 years, every evolution in children's clothing has reflected the progress and aspirations of its time. It’s not just about fabric or style—it’s a mirror of social changes, cultural shifts, and personal expression.

From 1966 to 1976, China experienced a period marked by intense ideological movements. During this time, traditional class distinctions in clothing faded away, replaced by a more uniform, collective identity. Gender differences in attire were minimized, with little variation beyond collars and pockets. Clothing became a symbol of equality rather than individuality, reflecting the era’s emphasis on unity and simplicity.

The 1980s brought a new energy—China began to open up, and with it came a wave of self-expression. This was an era of awakening, where people started to embrace beauty, diversity, and modernity. The term “New Wave” became popular, as Chinese society gradually caught up with global trends. Women’s fashion, in particular, began to reflect a growing sense of freedom and confidence, mirroring the changing attitudes of the time.

In the 1990s, Chinese fashion started to align more closely with international styles, especially among the upper classes. Luxury was no longer seen as a Western indulgence but as a lifestyle goal. Brand recognition became a status symbol, and the desire for high-end fashion grew rapidly. Within just two decades, children’s clothing had evolved from simple, uniform designs to a wide range of styles that reflected global influences.

As we entered the 21st century, a new generation of parents—those born in the 1980s—began to shape the market. Brands like Quetaro gained popularity, offering trendy, clean, and well-designed clothes that matched the tastes of modern parents. These brands rejected outdated norms and embraced a more creative, free-spirited approach. As self-owned brands began to emerge, they signaled a shift toward originality and innovation in the children’s fashion industry, marking a significant step forward in China’s design landscape.