For SS27, colour and mood in kidswear are becoming noticeably quieter – but far more deliberate.
Soft Play reflects a shift away from overtly playful, novelty-led palettes toward a calmer, more considered approach to colour, styling and product design. This is not about removing joy from kidswear, but about refining how it shows up: softer tones, wearable silhouettes, and collections that feel cohesive, timeless and easier to buy into.
At its core, Soft Play responds to changing consumer behaviour. Parents are prioritising longevity, versatility and value – while still wanting clothing that feels thoughtful, modern and emotionally appealing.
Soft Play sits at the intersection of comfort and clarity.
The overall aesthetic is calm and grounded, with an emphasis on ease rather than statement. Visual language feels gentle and reassuring, drawing on familiar elements of childhood but presented in a more elevated, pared-back way.
There’s a noticeable move away from hyper-saturated brights or overly themed collections, replaced by palettes and silhouettes that work across multiple occasions and seasons.
Colour in Soft Play is subtle, layered and intentionally restrained.
Pastels remain relevant for SS27, but they’re softened, muted and grounded – designed to sit comfortably together rather than compete. These shades are less about seasonal impact and more about long-term wearability.
Key colour behaviours include:
Rather than wide colour drops, brands are reducing palette breadth and focusing on consistency across categories – supporting mix-and-match styling and stronger range cohesion.
Soft Play favours silhouettes that feel relaxed, familiar and functional.
Shapes are uncomplicated and comfortable, often referencing classic kidswear staples but updated through proportion, fabric choice or styling. There’s a clear emphasis on pieces that layer well and transition easily through the day.
Key silhouette cues:
This trend works particularly well across baby, toddler and younger kids – but also translates seamlessly into older kids through styling and scale.
Fabric choices play a crucial role in reinforcing the Soft Play story.
Materials feel tactile, breathable and comforting, with finishes that enhance the overall sense of ease. Texture is subtle rather than decorative, adding depth without visual noise.
Common fabric directions include:
The focus is on how garments feel in real life – not just how they look on screen.
Soft Play isn’t a short-lived aesthetic trend – it’s a strategic shift.
Brands that adopt this approach are better positioned to:
As forecasting moves further ahead, SS27 is shaping up to be a season where restraint, clarity and thoughtful design carry more weight than novelty.
Soft Play is about refining kidswear – not reinventing it.
It champions calm colour, comfortable silhouettes and considered design choices that feel relevant, wearable and emotionally resonant. For brands looking to create stronger, more commercial collections for SS27, this trend offers a clear framework for doing more with less.
Image Credits: @arket_children, @msgmkids
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