CWF marks fashion week with good humour, nodding to Catimini’s return

With curly blond locks escaping from his cap emblazoned with the slogan “Catimini since 1972″, a young boy steps forward brandishing a large megaphone in the brand’s recognizable red, from the French label founded by Monique and Paul Salmon. Ahead of him, smiling children progress in single file, wearing red jumpers with rolled-up sleeves and large letters that together spell out the brand name, cream-coloured shorts, trousers and skirts in heavy canvas, and red jelly shoes. Bringing up the rear, the fair-haired boy stands out in a workwear jacket with “Catimini is Back” emblazoned across the back.

Catimini prepares its comeback for spring-summer 2027 – FNW

While the design teams are still working on the brand’s relaunch collection, slated for spring/summer 2027, this nod punctuated CWF’s (Children Worldwide Fashion) high-energy show, the label’s new owner.

The French group put its own stamp on Paris Fashion Week. The specialist in premium children’s fashion embraced the catwalk format and delivered an upbeat show called Kids Around, named after its multi-brand concept. No fewer than sixty children aged 4 to 12 took to the very long catwalk set up at Le Saut du Loup, within the Art Deco setting of the Palace of Tokyoto unveil the collections of most of the brands under license.

Performances by talented children punctuated the Kids Around show. -CWF

The line-up spanned everything from Marc Jacobs‘s sparkle to Boss’s chic urban ensembles; from Karl Lagerfeld‘s tulle petticoats, Hugo’s denim and kenzo‘s floral dresses, to Timberland‘s workwear trousers, Michael Kors‘s ruffled dresses, rock-inflected jackets and washed T-shirts at Zadig & Voltaire,and lanvin‘s tone-on-tone L‑embossed sweatshirts and jackets. The in-house brands rounded off the show with zesty looks from billieblush and a cheerful, colourful, tennis-club-inspired capsule from Kids Around. Allocating roughly a dozen looks to each label and interspersing the event with artistic performances by talented teenagers (violinist, guitarist or dancer), CWF showcased the breadth of its offering while delighting the large, cosmopolitan and welcoming audience invited for the occasion.

“This show was a way for us to get into the fashion week spirit, but through our own lens. We also wanted to show our partner brands that we can confidently play with runway codes and bring this to life for our customers and the media,” noted Laurent Mallet, the group’s CEO, after the show.

Some sixty children took part in the show – CWF

The group, based in Les Herbiers near Nantes, also wanted to emphasize its internal momentum in the face of a complex children’s market. At the show, its management invited potential new customers and international licensees, at a time when it is updating its internal tools and rolling out the refreshed world of its Kids Around multi-brand spaces.

Drawing on its superb Haussmannian showroom in Paris’s 8th arrondissement, the new concept has been rolled out in its boutique on Rue Victor Hugo in Paris; across large floor areas at Printemps in Lille and at Galeries Lafayette Nice Masséna; and in Germany within the KaDeWe network in Berlin, with Munich and Hamburg to follow soon. More than a show, the March 11 runway presentation was designed to showcase this evolution and serve as a springboard for expansion.

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