For this week professional inputs, we have the opportunity to ask 5 questions to Adrianne Miller Roberts, founder and editor of The Little Mag, the magazine "for the love of kids, style, fashion and fun". She shares with us her vision about the future of the press in Kid's fashion but also the actual trends in Australia and New Zealand, and her best advices to get into the kid's universe.
Enjoy the reading !
1. Hello Adrianne, can you briefly present yourself ?
Hi! I’m Adrianne the founder of The Little Magazine. I’m a photographer by trade who loves to create and The Little Magazine is our passion project to support Australian & New Zealand small businesses in the world of kids fashion.
2. Can you tell more about THE LITTLE MAGAZINE and the projects you're working on ?
The Little Magazine was born in 2018 to help the amazing kids fashion designers in Australia & New Zealand gain more exposure and become more of voice in a sea of fast fashion giants. We have a focus on conscious consumerism, ethical practices and sustainability. We publish twice a year are really passionate about sharing the stories of these wonderful brands doing the hard yards to bring us more sustainable, slow fashion products and helping look after our planet! As a photograph of course I love the creative aesthetic and making sure all our editorial shoots are high quality and creative is important. It’s the sort of mag that sits on the coffee table and gets picked up over and over.
3. What is you vision about the future of the press in the KID’S UNIVERSE? Print magazines, blogs or digital magazine & Social Media... Where the readers will go?
We have chosen to only create a print version of the magazine. We don’t do an online version. We believe print is not dead! However the traditional printing models are as we have seen over the years with magazines disappearing off shelves. We are completely transparent in our structure of the magazine and work more on a community type model rather than relying on traditional sales & advertising, we invite designers, models, contributors and businesses to join us and share in the cost of creating the magazine and we produce and distribute. This allows us much bigger free distribution to trade shows and fashion / runway shows, which in term gets our magazine seen by more people. We were very specific in that the tactile feel of our soft velvet feel stock on our cover and the uncoated pages give a slightly nostalgic yet modern feel to the magazine which you can never convey online, however we do have an online presence with additional blog posts, giveaways and much more.
4. Can you share with us what are the actual KID’S FASHION trends in Australia ? Are European brands popular?
While we do have a tone of amazing Australian & NZ emerging brands there is still a presence for international designers but again people are looking for more sustainable products for their kids. As with most ethical manufacturing the prices are higher and particularly in comparison with our Aussie dollar but true supports will always be buying such inspiring, innovative brands such as your Bobo Choses.
5. Finally, what would be your advice for a young brand or someone who want to start working in kid's fashion ?
It is a very tough industry and my advice would be to be original. Think outside the box and be very intentional about what you want to put out into the world. I think it’s important to be very clear from the outset what your mission is with your brand but allow yourself to be flexible. One designer we love here in Australia TicTasTogs create sunsafe swimwear but have also pivoted and are now designing sunglasses made out of recycled skateboards. Also don’t be put off if you don’t come from a design background. Some of the best successful brands I have met started with an idea and no design knowledge but make sure you have some financial backing or be prepared to stick also with your 9-5 for a few years.