An Exclusive Interview with Dina Moon, Head of Buying at Childrensalon.
Childrensalon, winner of the Junior Style Award for Best Kids’ Retailer, is a shining example of excellence in children’s fashion. With a deep commitment to dressing children beautifully and nurturing aesthetic education, Childrensalon has become a trusted name for families around the world.
Behind this success is a dedicated team of professionals, with Dina Moon, as head of buying, playing a pivotal role in shaping what children will wear next season. Her keen eye for detail and passion for celebrating childhood through fashion make her an integral part of the brand’s ongoing journey.
In this exclusive interview, Dina shares how Childrensalon discovers trends, stays connected with its customers, and continues to set the standard for quality and creativity in kids’ fashion. From the highlights of Fall/Winter 2024 to timeless festive-season must-haves, Dina offers a glimpse into the artistry and care behind one of the world’s most beloved children’s retailers.
How do you discover and stay ahead of new trends in kids’ fashion?
For me, it’s a continuously evolving process. Childrensalon has been dressing children beautifully for over 70 years, and over time, the way we buy has evolved, but some core elements remain relevant. We are lucky to have longstanding partnerships with many of our brands. For our buying team, the traditional cycle of traveling and visiting brands in their showrooms or at trade shows, still provides opportunities for inspiration and collaboration with our community of designers. These events are also where we spot many new trends and emerging design talent. Many of our team members are parents, and their lived experiences, combined with engaging and connecting on social media, open up whole new avenues of inspiration for us. One of our greatest resources, though, has to be our customers. After all, if we don’t buy what they like, we will know about it! We are fortunate to have great relationships with them, and we often hear directly or through our customer service and personal shopping teams what trends and brands they most want to see from us. This feedback is vital to our buying process.
What are the biggest trends you’re seeing for Fall/Winter 2024?
It has been a great season for our brands. Where do I start? There was a lot of focus on standout details—bows, sequins, sparkles—and plenty of references to Coco Chanel’s iconic style with different takes on tweed twinsets for little girls. Dressing children beautifully is a key part of our heritage, dating back to when our founder, Sybil Harriman, first opened her shop in 1952. These special pieces continue to resonate with our customers. We also saw many of our designers experimenting with neutral palettes, textures, and softness, with sherpa and suede featured in different collections. I think comfort and calm were two significant influences on designers this season. We all need some of that at the moment! Sibling dressing is also a focal point—many parents love to match their family looks, and we have dedicated a whole section of our site to “Style for Siblings” to help customers coordinate with ease.
In your opinion, what sets Childrensalon apart from other retailers? What do you believe is the key to its success?
It’s hard to sum up in one sentence, but ultimately, I think it comes down to “care.” We care about beautiful, high-quality clothing that not only looks good but feels good for children to wear and have fun in, and can be handed down as they grow. We care about honoring heritage—both our own and the traditional art of making children’s clothing, using techniques such as hand-smocking. These classic collections form a key part of our offering. We also care about helping our customers through every milestone in their children’s lives—from birth and first steps to school and teenage years. Our buy is carefully selected to offer a wide range of brands and price points to suit every family, accompanied by dedicated customer service every step of the way.
What drew you to work in kids’ fashion, and what keeps you passionate about it?
Earlier in my career, I worked in women’s fashion and thought I would end up as a womenswear buyer. One day, after helping in the childrenswear department when they were short-staffed, I fell in love with the happiness of the shoppers and the occasions they were shopping for. Seeing new mums and dads, grandmas, aunties, and uncles was just so lovely, and I loved helping them find that special gift. The rest is history! Later, when I had my own children, my job took on an even deeper meaning. This is what keeps me feeling passionate about it.
With the rise of digital tools, how do you view the role of in-person events like trade shows, fashion shows, and presentations? Are they still important to you?
Absolutely. Nothing beats sitting with real humans and experiencing the collection. Seeing the cut and feel of the fabrics up close isn’t something that can be replicated digitally (yet!). That said, the changes brought about by the COVID-19 pandemic have been positive additions. It’s great that we can view products online and have video calls with our brands to maintain close working relationships. These tools also help reduce travel commitments and lower our carbon footprint.
What are the must-haves for young fashionistas this year for the festive season?
At Childrensalon, we take the festive season very seriously. We are less about “fashion” and more about dressing children beautifully, so we put a lot of thought and care into ensuring every item we sell is of the highest quality. I do love a Christmas jumper, as well as the amazing party dresses and sparkly shoes available at this time of year. Customers know they can come to us for their special pieces, Christmas pajamas, matching sibling styles, and more. Our beautiful seasonal selection is bound to have something to please them and their little ones.
What are your thoughts on Junior Style and its role in the kids’ fashion landscape?
I love that it brings together a vibrant global community of people passionate about childhood and kids’ clothing. I enjoy learning about others’ perspectives, and I think that shining a light on this often-overlooked (but highly creative) sector of the industry is vital for keeping us connected.
Photo credit: Childrensalon (c.)
Discover Christmas Shopping Guide at CHILDRENSALON HERE
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