Kidswear Collective is running a pop-up at Selfridges in London for three months from March 2020. While passing down children’s clothing is common practise, people are becoming more open to buying pre-loved kid’s designer items, giving brands the chance to move into this space.

Growing up in a digital world, Generation Alphas are more likely to opt to watch shows on Netflix than the BBC. Gen Alphas pursue content consumption through gaming and advocate for inclusive values across the media platforms they use. So how can brands look cool for the kids?

How has the pandemic impacted children’s relationship with screen time? Why are they opting for plant-based snacks? How are Roblox natives making more money than friends on the digital platform? And what impact will a year in lockdown have on the next generation’s long-term mental health?

Gen Alpha have never known a world without social media, and their online activity is beginning to play a large role in their IRL decisions. A global survey shows that the majority of this group want to buy products that they see their favourite YouTube or Instagram stars wearing or using.