Luxury is no longer exclusively available to wealthy adults; more and more brands are leaning into childrenswear. At a time when Gen Y parents are normalizing the act of posting about their families online, they’re investing in high-end kidswear to signal a happy and successful lifestyle.

From the pressures of picture perfection to concerns about trolling, social media is proving to be a double-edged sword for new mums. Canvas8 spoke to Dr. Alexa Fox, assistant professor of marketing at The University of Akron, to understand what drives new mums to post about their kids online.

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.

There are numerous ways in which to define oneself – from physical appearance to hobbies to religious beliefs – but what do people see as integral to their identity? Canvas8 polled 1,000 Americans and spoke to eight individuals to understand how they would characterize themselves.