Children today serve as style extensions for their parents, whether that means being dressed as ‘mini-mes’ or in niche, hand-made attire. But what’s prompting mums and dads to splurge on their little ones like never before? And what factors shape fashion choices when it comes to high-end kidswear?

With the number of working mums on the rise, more families are seeing both parents in full-time jobs. But who is taking care of the kids if mums and dads spend their days at the office? Germany’s highest court has now ruled that parents can sue the government for failing to provide childcare.

Tuition in the UAE costs twice as much as the global average. So, to help improve their children's future prospects, many parents in the country are giving up ‘me time’, investing their life savings and even taking on extra jobs in order to pay for school and university.

Back-to-school ads would have people believe the new academic year is a fresh start, but for many mums, dads and children, it can be highly stressful and costly. Why is this annual occasion such a huge deal? And how can brands effectively cater to pressured parents and nervous kids?