It might seem safe to assume that with a rapidly dwindling number of kids being brought into the world here in Japan, the market for kids' clothes and toys would be shrinking fast. Not so: with fewer children around, more and more money is being spent on them, and a host of top-class kiddie stores are doing brisk business catering to those in search of a special something to lavish on a beloved brat.
Department stores lead the way in the high-end pint-size clothing segment. The runaway market leader is Isetan, whose Shinjuku flagship houses a mind-boggling selection of gorgeous clothing for tiny ones on its sixth floor. Boutiques from Agnes b., Cacherel, Dior, Ralph Lauren and many others are complemented by chic "select shops" like Re-Style Kids and Re-Style Baby, which carry punky threads from Undercover, ethnic chic from Marni, lovely print dresses from Mina Perhonen and lots of jeans in tiny sizes from trendy L.A. denim makers.
Another strong selection for the very young fashionista can be found at the Nihonbashi branch of Mituskoshi, where a vast range of Eurobaby labels are ensconced on the sixth floor. Highlights here include gear from Brit brand Burberry, prissy Italian bambino outfitter Miss Blumarine, French institution Sonia Rykiel Enfant and Dutch kindergartener clothier Oilily.