Kidswear therapy

LIVE at CBME Istanbul

LIVE 
we suggest watching this one on youtube for optimal experience ;)
https://youtu.be/Y_ABE9GoX9U
 
Recorded on location in Istanbul, this episode of Kidswear Therapy finds Linda and Katie walking the show floor, sharing honest, in-the-moment reflections from a busy few days away. With the Pirouette Collective bringing together Molo, Sticky Lemon, Paade Mode and Goldie + Ace, the conversation drifts naturally between meetings, unexpected stand discoveries and the reality of testing brands in a new market.
They chat about what caught their eye — from beautifully made occasionwear and swimwear to wooden toys, lifestyle pieces and a surprisingly charming take on toddler toilets — alongside the small moments that make trade shows what they are. There’s talk of international buyers, social media connections happening in real time, and how different markets respond to independent brands.
Light, observational and refreshingly unfiltered, this episode captures the rhythm of a trade fair as it really feels: moments of calm, bursts of buzz, plenty of laughter, and lots to think about once the bags are unpacked back home.
 
 
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Kidswear Therapy is a Pirouette Media production.Recorded & edited by Richard KendrickMusic by Low Tide https://open.spotify.com/artist/3Iqd1isfhrqhgH51tX2aqe
Hosted by Katie Kendrick of https://pirouetteblog.comLinda McLean of https://smudgetikka.com
Sponsored by https://pirouettedirectory.com
 

Rebranding a Legacy: Bundgaard’s Next Step with Majbrit Weidemann

Kidswear therapy with Katie Kendrick & Linda McLean.
This week on Kidswear Therapy, Linda and Katie welcome an old friend — Majbrit Weidemann, now Managing Director of Bundgaard shoes. Linda and Majbrit go way back to the wild days of New Generals, when organic cotton and kids’ runway shows were still radical ideas. Fast forward to today, and Majbrit’s steering Bundgaard’s 120-year legacy into a new era. She describes uncovering a “chest of gold” in the archives and translating that heritage into a sharper, more contemporary premium kids’ footwear brand — one that feels modern but still true to its roots.
They chat about design DNA, fearless creativity, and learning not to grow faster than your cashflow. Plus, how Bundgaard’s now using AI to speed design mock-ups and brand writing — with humans still firmly in charge of the soul.
 
Main talking points
Linda & Majbrit’s shared history — the “New Generals” years
Joining Bundgaard and rediscovering a heritage brand
Mining 120 years of archives for design DNA
Turning legacy into everyday philosophy, not nostalgia
Bundgaard’s repositioning: premium, functional, modern
Beginner shoes & archive classics — spotlight for AW26
The “fear factor” in today’s cautious kidswear market
Lessons from fast growth at New Generals
Balancing creativity, strategy, and profitability
AI tools as design assistants — not replacements
Staying brave, creative, and connected in a changing industry
 
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Kidswear Therapy is a Pirouette Media production.Recorded & edited by Richard KendrickMusic by Low Tide https://open.spotify.com/artist/3Iqd1isfhrqhgH51tX2aqe
Hosted by Katie Kendrick of https://pirouetteblog.comLinda McLean of https://smudgetikka.com
Sponsored by https://pirouettedirectory.com

MICROPOD - De Minimis Gone & Kidswear Chaos

Kidswear therapy with Katie Kendrick & Linda McLean.
In this quick micropod, Katie and Linda chat about the mess caused by Trump’s tariffs and the end of the 'de minimis' exemption. Independent brands, especially those producing in China, are really feeling the squeeze—some even getting customs bills bigger than their orders. With shipping to the U.S. suspended from over 30 countries and platforms like Shopify scrambling to soften the blow, it’s a stressful, confusing time.
The two share stories, vent a little, and send out a big “Kidswear Therapy hug” to brands just trying to keep afloat. While the tone’s a bit heavy, they balance it with humor and look ahead to lighter topics—like kids’ modeling and influencer culture—in upcoming episodes.
How Trump’s tariffs and the loss of the de minimis exemption are hitting small brands.
Brands turning to third-party logistics (3PLs) to find workarounds.
Horror stories of customs charges exceeding the value of shipments.
Over 30 countries suspending deliveries to the U.S., leaving retailers scrambling.
Shopify rolling out tools to calculate duties upfront and avoid nasty surprises.
Pressure on mid-sized brands already struggling with inflation and tight cashflow.
Retail casualties like Ssense, blaming tariffs for big drops in U.S. sales.
Confusion and lack of systems—echoes of Brexit chaos.
Brands questioning how long they can keep going under this strain.
A supportive note to the industry: “we feel your pain.”
Teaser for next episode: kids’ modeling, influencer culture, and where to draw the line.
 
Kidswear Therapy is a Pirouette Media production.Recorded & edited by Richard KendrickMusic by Low Tide https://open.spotify.com/artist/3Iqd1isfhrqhgH51tX2aqe
Hosted by Katie Kendrick of https://pirouetteblog.comLinda McLean of https://smudgetikka.com
Sponsored by https://pirouettedirectory.com

The Playtime New York & CIFF debrief

Kidswear therapy with Katie Kendrick & Linda McLean.
Katie and Linda return from summer chaos (read: kids finally back at school) and dive into the world of kidswear trade shows. Linda reports from Copenhagen International Fashion Fair (CIFF), where the new uniform stand design had brands split between “clean Scandi chic” and “where’s my giant poster?” vibes. Katie shares her adventures at Playtime New York, which ranged from dodging influencer meet-and-greets with her daughters to sweating through the hottest NYC summer.
They cover how trade shows are shifting more toward showroom-style setups, the pressure on brands to hustle buyers into appointments, and the challenges of a tough global market for independents. Sprinkled throughout are side stories about influencers, denim obsessions, matcha lattes, and Katie’s questionable street cred in front of TikTok-famous strangers.
Despite the serious note about store closures and financial pressures, the tone stays upbeat: there’s still opportunity for creativity, new markets, and a fef laughs along the way.
CIFF’s new format: Sleek, uniform stands lowered costs but limited brand personality.
Changing trade show dynamics: Less foot traffic means brands must secure appointments and treat fairs like showrooms.
Playtime New York comeback: Big European brands returned, proving the U.S. market remains key despite tariff and cost challenges.
Market pressures: Independent boutiques continue to close, pushing brands to adapt collections, strategy, and positioning.
Bright spots: Innovative newcomers and bold collections show there’s still energy and opportunity in kidswear.
 
Kidswear Therapy is a Pirouette Media production.Recorded & edited by Richard KendrickMusic by Low Tide https://open.spotify.com/artist/3Iqd1isfhrqhgH51tX2aqe
Hosted by Katie Kendrick of https://pirouetteblog.comLinda McLean of https://smudgetikka.com
Sponsored by https://pirouettedirectory.com

MICROPOD - Social media guide

Kidswear therapy with Katie Kendrick & Linda McLean.
In this MICROPOD episode, Katie and Linda discuss effective strategies for maximizing social media engagement, particularly on Instagram. They emphasize the importance of reposting tagged stories, collaborating with other accounts, and utilizing trending music to enhance visibility. The discussion also touches on the evolution of Instagram's algorithm and the necessity of adapting to new social media etiquette to foster better relationships within the industry.
Reposting tagged stories
Collaborations 
Utilizing trending music 
Instagram's algorithm 
Social media etiquette
Don't be overly precious
The first three seconds
Brands should actively engage 
Utilizing user-generated content
 
 
Kidswear Therapy is a Pirouette Media production.Recorded & edited by Richard KendrickMusic by Low Tide https://open.spotify.com/artist/3Iqd1isfhrqhgH51tX2aqe
Hosted by Katie Kendrick of https://pirouetteblog.comLinda McLean of https://smudgetikka.com
Sponsored by https://pirouettedirectory.com

The Pitti Bimbo & Playtime Paris debrief

Kidswear therapy with Katie Kendrick & Linda McLean.
Linda and Katie discuss recent trade shows Pitti Bimbo in Florence and Playtime Paris, highlighting the successes, challenges, and emerging trends from the season so far. They chat through Pirouette’s runway show and dedicated Piazza space for a selection of directory* brands and delve into the importance of creating a memorable buyer experience, the dynamics of fashion shows, and the shift towards romantic styles in clothing. The duo also shares insights on the role of influencers and the evolving market landscape, emphasizing the need for brands to adapt to changing consumer preferences.
 
Celebrating Pirouette's events at Pitti Bimbo
The Importance of Buyer Experience
Fashion Show Dynamics and Challenges
Trends and Insights from the Fair
Emerging Brands and Unique Offerings
The Role of Accessories in Fashion
Engaging Experiences at Events
Navigating Brand Management Challenges
Insights from Playtime Paris
Emerging Trends in Kids Fashion
The Rise of Indian Brands
Innovative Designs and Sustainability
The Role of Influencers in Fashion Shows
Reflections on Playtime Paris
 
 
Kidswear Therapy is a Pirouette Media production.Recorded & edited by Richard KendrickMusic by Low Tide https://open.spotify.com/artist/3Iqd1isfhrqhgH51tX2aqe
Hosted by Katie Kendrick of https://pirouetteblog.comLinda McLean of https://smudgetikka.com
Sponsored by https://pirouettedirectory.com
 

MICRO POD - Pirouette brings the runway back at Pitti Bimbo

Kidswear therapy with Katie Kendrick & Linda McLean.
Katie and Linda discuss Linda's latest celebrity infused night out, whilst Katie announces the return of the runway show at Pitti Bimbo and the Pirouette Piazza with a host of amazing labels plus a special creation area. The discussion also touches on the challenges faced in the market and the need for strategic business approaches in a changing landscape.
 
 
Linda shares her experience at Sam McKnight's 70th birthday party.
Katie discusses the exciting new brands at the Pirouette Piazza.
The runway show is making a comeback at Pirouette.
The Pirouette directory.
The importance of business strategies over creativity.
European fashion returning to prominence?
Challenges in manufacturing and market dynamics
 
 
Kidswear Therapy is a Pirouette Media production.Recorded & edited by Richard KendrickMusic by Low Tide https://open.spotify.com/artist/3Iqd1isfhrqhgH51tX2aqe
Hosted by Katie Kendrick of https://pirouetteblog.comLinda McLean of https://smudgetikka.com
Sponsored by https://pirouettedirectory.com

MICRO POD - Fuse press day

Kidswear therapy with Katie Kendrick & Linda McLean.
In this conversation, Katie Kendrick and Linda McLean discuss the recent press event by FUSE communications, focusing on children's brands and the dynamics of influencer marketing. They highlight unique brands, gifting strategies, and the challenges of navigating the influencer landscape. The discussion also touches on collaborations between brands and luxury hotels, as well as insights into market trends and consumer behavior.
 
 
 
Introduction and Event Overview
Spotlight on Unique Brands
Influencer Dynamics in Fashion
Gifting Strategies and Market Insights
Closing Thoughts and Future Events
 
 
Kidswear Therapy is a Pirouette Media production.Recorded & edited by Richard KendrickMusic by Low Tide https://open.spotify.com/artist/3Iqd1isfhrqhgH51tX2aqe
Hosted by Katie Kendrick of https://pirouetteblog.comLinda McLean of https://smudgetikka.com
Sponsored by https://pirouettedirectory.com

MICROPOD - Happyology event

Kidswear therapy with Katie Kendrick & Linda McLean.
Katie catches up with Linda fresh from a vibrant week in London, where standout kidswear brand Happyology hosted a stylish event at Somerset House. The Spring/Summer 2025 collection was showcased in a café takeover blending fashion, flowers, and themed menus, creating a visually rich, press-friendly setting. With influencers, journalists, and bloggers in attendance, the event generated strong buzz and social content. Katie and Linda discuss how thoughtful presentation, storytelling, and PR elevate a brand’s visibility in a competitive market—and why Katie wishes she’d made the trip!
Linda shares her experience attending the Happyology fashion event in London.
The importance of PR and social media for brands in the fashion industry.
The presence of influencers and press at the event, enhancing its reach.
The benefits of networking and seeing friends at such events.
Kidswear Therapy is a Pirouette Media production.Recorded & edited by Richard KendrickMusic by Low Tide https://open.spotify.com/artist/3Iqd1isfhrqhgH51tX2aqe
Hosted by Katie Kendrick of https://pirouetteblog.comLinda McLean of https://smudgetikka.com
Sponsored by https://pirouettedirectory.com

Interview: Hats off to Lorna Murray

Kidswear therapy with Katie Kendrick & Linda McLean.
 
In this episode, Katie Kendrick and Linda McLean chat with Australian designer Lorna Murray, the creative force behind the iconic foldable hats now seen on global style icons like Kathy Hilton. Lorna shares how her brand evolved from a personal design project to a globally recognized label stocked in over 500 stores.
Her journey began with a decade of working alongside artisans in India and Indonesia while still teaching art in Australia. A key collaboration in Florence helped propel her hats into the spotlight. From there, a few viral moments—including a Korean influencer and Cathy Hilton on Real Housewives—sparked an organic wave of global attention.
Lorna discusses the evolution of the brand from a one-woman operation to a team of 17 in Sydney and 60 in Indonesia, all working in sync. She emphasizes the power of collaboration, shared values, and creating space for staff to grow organically within the business. Sustainability, creativity, and strong team culture are at the heart of Lorna Murray’s continued success.
The Journey of Lorna Murray
Growth and Expansion During COVID
The Role of Social Media in Business
Designing Unique Hats
Building a Team and Company Culture
Expanding into Children's Fashion
Creating Brand Loyalty and Collaborations
Celebrity Endorsements and Their Impact
The Influence of Reality TV on Fashion
The Role of AI in Business
Navigating Market Entry and Brand Growth
Childhood Inspirations and Creative Journey
Future Collaborations and Brand Vision
 
Kidswear Therapy is a Pirouette Media production.Recorded & edited by Richard KendrickMusic by Low Tide https://open.spotify.com/artist/3Iqd1isfhrqhgH51tX2aqe
Hosted by Katie Kendrick of https://pirouetteblog.comLinda McLean of https://smudgetikka.com
Sponsored by https://pirouettedirectory.com