The celeb mum has perfected style into this kids range
Combining fun, fashion and personal touches, with the trusted fit of the iconic shoe brand, the shoe range marks a natural step for Myleene who has been brand ambassador for Start-rite since early 2012.
As a mum, Myleene knows the difficulties parents face when trying to compromise between what children want to wear, and what’s suitable and well-fitting, particularly when it comes to shoes.
As part of the launch, Start-rite looked at the issue of children’s style development and how parents deal with it, with a survey of British mums and insight from a style psychologist.
...parents should encourage many different colours, allowing children room to make mistakes and enjoy clothes for comfort and style. This relaxed approach will nurture a sense of individuality..."
The study revealed that whilst younger children are much more expressive and less likely to be swayed by external influence, many parents choose to keep a rein on their child’s fashion choices until a later stage.
The survey found four to six year olds to be the most expressive age-group with 80 per cent of mums claiming that their children loved to wear "inappropriate outfits" with "Fancy dress to the park" (21 per cent) topping the bill, followed closely by "wellies to the supermarket". However, 37 per cent of mums wait until their children are 7-9 years old to begin allowing them to make their own fashion choices, even though by seven years old, the study showed a clear drop in personal expression.
Parents also admitted to allowing their style to influence the way their child dresses – particularly at an earlier age. Eight out of ten mums with four to six year olds believe that their personal style influences the way they dress their children and 65 per cent of mums of 16-18 year olds believe their style still influences how their children dress.
Style psychologist, Kate Nightingale, explains the key stages of development as follows: “At three to six years old, parental influence is still strong.
A child is very susceptible to visual stimuli and will look closely at their parent’s clothes choice and sense of style. It is important to demonstrate that you respect, and take pride in your image if you want to encourage your children to do the same.
“Children are at their most expressive (and ready to develop their style) between the ages of four and six, however at six, children become more susceptible to external influence and embark on a journey of personal identity. Advertising, popular culture and peer pressure all become influential at this young age. A child is more likely to dress to fit in.
"From an early age, parents should encourage many different colours, allowing children room to make mistakes and enjoy clothes for comfort and style. This relaxed approach will nurture a sense of individuality and confidence.”
Finally, as children become more opinionated about their clothes, the research found that parents turn to negotiation to speed-up dressing in the morning. The survey found one in five parents offer TV as a negotiation tactic, followed by sticker charts, books and sweets.
Speaking about the collaboration Myleene Klass said: “I want to help develop my own children’s sense of individuality, especially in these early stages; I know it’s a critical time to be nurturing their self-confidence. I created this new range with Start-rite, a brand that parents can trust, to give children a choice of fun and fashionable footwear that supports healthy foot development and stands out from the crowd.”
The Start-rite by Myleene Klass AW12 collaboration combines traditional, well-fitting Start-rite styles with a twist of colour, fashion and added personal detail from the celebrity mum of two.
The range is available in-store and online now. Visit www.startriteshoes.com/myleeneklassAW12.
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