Voices
Meet Elodie, The Mother & Creator Behind What Kids Are Wearing 
Our community is made up of creatives from around the world who each bring their own perspective to the global kid’s market. One of those creatives who attended Playtime Paris for the first time this summer is Elodie, a mother of two and content creator whose page What Kids Are Wearing on Instagram has built a strong community after launching earlier this year.
Join us as we learn more about why she decided to launch this account, what she wanted to communicate through it, some of the standout styles she’s seen, how styling varies internationally, and more in this exclusive interview with Elodie herself!
Elodie and her sonsI’m Elodie, the founder of What Kids Are Wearing. I’m French, but I spent most of my adult life in New York, where I married my college sweetheart, Paul. We have two boys ages 5 and 3, and about two years ago we moved to Paris.
My background is actually quite different from fashion content creation. I studied Applied Mathematics and Statistics, then spent around ten years working in CRM and Marketing Insights. I worked in-house for luxury brands including Louis Vuitton, Clarins, Cartier, and Burberry, before moving into tech at Microsoft. I’ve always been very interested in data, consumer behavior, and what makes people connect with brands, so that experience still influences the way I think about content today.
I started What Kids Are Wearing in early 2026 as a way to bring together two things I love: kids’ style and discovering people and their stories. What started as a simple idea has grown into a community of families and brands from Paris and beyond, and it’s been really exciting to see where it’s taking me.
What Kids Are Wearing is built around streetstyle interviews with families where parents break down exactly what their kids are wearing, naming each piece and brand. I’ve always loved kid’s fashion. When I was looking at that space, I felt there was something missing: a simple, fun way to discover how real families dress their kids and the brands behind those looks. So, I decided to create it myself.
My goal is to inspire moms, make discovering kid’s brands easy and enjoyable, and hopefully help shine a light on the creativity within the kid’s fashion industry. I love that every interview is different, because it reflects a real family. Each one shows their personality and their way of dressing their children.
I’ve always preferred to stick to my own identity rather than chase Instagram trends. The format is intentionally very consistent: short, scroll-stopping, and easy to watch. They’re almost like little episodes you can binge. I think that consistency is part of what makes What Kids Are Wearing recognizable.
I do share more of the behind-the-scenes and a bit more of myself and my boys on Stories, which gives the account a more personal side, too. But on the feed, I’m quite disciplined about keeping the focus on the families and their style.
I think the biggest evolution has been finding my own rhythm and becoming much more efficient and intentional with the way I create. In the beginning, I was still figuring out how I wanted to film, edit, and tell these stories. Over time, I’ve developed a much clearer visual identity and a way of working that feels very natural to me.
As I continue, I’d like to keep building on that while continuing to expand internationally. I have quite a few cities and countries planned over the next year, so I’m excited about bringing What Kids Are Wearing to more places, meeting more families, and seeing how the format evolves as the community grows.
Definitely. I notice differences not only between countries and cultures, but also from family to family. There are some broad patterns. In Europe, for example, I often see a more intentional approach to dressing children. They tend to opt for looks that can feel a little closer to how adults dress. In the US and Australia, I tend to see more emphasis on comfort and letting kids look and feel like kids.
Even within Europe there are interesting differences. Spanish families often lean towards a more traditional, polished approach, while in Northern Europe I see more minimalist, understated styling.
Ultimately I think it’s less about putting countries into categories and more about the individual family. Every family has its own identity and its own relationship with clothes. That’s actually what I find most interesting about doing these interviews.
I actually think Parisian kid’s fashion is more diverse than people might expect. I wouldn’t define it by one particular way of dressing. Some families lean more elegant and chic, while others have a much more laid-back, cool-kid approach.
If there is a common thread, I’d say it’s the thought that goes into the outfits. Parents tend to pay attention to how the different pieces come together. There’s also a real sense of balance – something can feel polished without being too formal, or cool without looking too styled. They rarely take it too far in one direction.
Pauline, founder of Loir Paris, and her childrenThat’s such a hard question: one of my favorite parts of What Kids Are Wearing is actually meeting so many different people. Every shoot is different. Sometimes it’s a quick hello, shoot, and goodbye. But even those encounters can be really lovely. Then there are people who genuinely inspire me, like Estefanía, the founder of The New Society, Pauline, the founder of Loir Paris, or Natalia, the founder of Museum of Mini. I always love hearing the stories behind the brands and what motivates people to create them.
And then there are those connections where you end up talking for two hours and feel like you could genuinely be friends in real life. Isa in Barcelona, Yulia, who I got to spend more time with at Playtime, and a few Parisian moms I’ve really connected with. Those are the moments that make this project so special to me.
So I don’t think I could choose one favorite person – I think my favorite thing is the people I get to meet along the way.
There are so many, which makes this question particularly difficult! I remember Mously and Sidate because they were such naturals on camera, and their looks were incredible. They both had such a strong sense of style, with beautiful colors, patterns, and designer pieces all mixed together in a way that felt effortless. It was one of those looks where every detail caught your eye, but everything still worked beautifully together.
Mously and SidateI think there are a lot of brands standing out right now, both established names and newer labels. What I find interesting is how much variety there is in kidswear. Through What Kids Are Wearing, I’m constantly discovering new names. I think the brands that stand out are often the ones with a really clear identity and a strong point of view.
My favorites change quite a lot depending on the season, the category, and even who I’m shopping for. I tend to fall in love with specific pieces from a collection, rather than having a few brands I always buy from.
For this fall and winter, for example, I’m really drawn to jackets and rain boots from Konges Sløjd, checked shirts from Emile et Ida, and sweat sets from The New Society and American Vintage.
I like pieces that have personality, but still feel easy to wear and mix into what my boys already own.
With two very active little boys, I’m always trying to find that balance between comfort and style. I tend to go for more oversized, sporty silhouettes and then play with colors and textures to pull the looks together.
They genuinely love fashion and already have very strong opinions, so we really choose their outfits together.
More than anything, I’ve tried to teach them that getting dressed is also about context: we might dress differently depending on where we’re going or what we’re doing that day. I also want them to understand that taking care of your appearance and looking clean and put-together matters, without making it feel superficial or overly serious. And most importantly, fashion is supposed to be fun.
For me, events like Playtime are really about inspiration and connections. It’s a chance to discover new brands and collections, but also to meet the people behind them and put faces to brands I might have only known online.
I also really enjoy connecting with other moms and families in the industry. Some of the people I’ve met through What Kids Are Wearing have come from these kind of events, so there’s a nice connection between the online community and the real-life relationships behind it.
I really enjoyed Playtime Paris and was so happy to be invited. It’s exciting to see so much creativity across kidswear, and to discover all those inspiring brands in one place.
Thank you to Elodie for sharing the story behind What Kids Are Wearing, what it’s shown her of the international kid’s industry, and the value for her in visiting Playtime! We were so happy to have her at the show last summer, and can’t wait to see what she does next. Stay tuned on Instagram by following @whatkidsarewearing!
For more from our community, check out this interview with Mously and this editorial by Chloé!
