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Story LIEU CHUONG
Photos INTERNET
In the ever-evolving world of fashion, children are rising to fame on social media and in marketing campaigns. These “baby stars” have generated media buzz and driven impressive revenue growth, but are also sparking controversy.
The power of the little ones
In recent years, international “baby stars” have become remarkable social media phenomena, particularly in the US and Europe. A prime example is Stormi Webster, daughter of powerful fashion influencer Kylie Jenner. Kylie’s Stormi- inspired collection generated significant sales in its launch week alone. Stormi’s presence has not only graced her mother’s brand campaigns but is also helping helped elevate Kylie Cosmetics to new heights, with annual brand revenue exceeding USD200 million.
In Vietnam, baby stars have similarly demonstrated their enormous influence on domestic audiences. Pamela Hai Duong, affectionately known as “Pam Yeu Oi,” is one of the standout stars today. As the daughter of Hat Nhai Family – influencer Salim and businessman Hai Long, Pamela has captured widespread attention through her adorable image and impressive fashion style. With one million Instagram followers and 2.3 million TikTok followers, she represents major brands like Huggies or Crocs. Pamela’s campaigns consistently generate massive engagement, delivering dream brand recognition for partnering companies. The emergence of baby stars has sparked several fashion trends, notably the “mini-me” style – coordinated outfits between parents and children. In Britain, Harper Beckham – daughter of former footballer David Beckham and designer Victoria Beckham – is a regular fixture at fashion weeks. She serves as the primary inspiration for many of Victoria’s collections, boosting the brand’s holiday season sales. The mini-me looks Harper shares with her mother have shaped this young princess’s iconic image.
Consequently, international fashion houses such as Dior and Balmain quickly adapted to the new market, launching limited children’s collections specifically for baby stars to wear at events. In Vietnam, Winnie, daughter of Dong Nhi and Ong Cao Thang, has become influential in promoting the mini-me style, regularly wearing coordinated outfits with her mother at events. These adorable images not only create social media buzz but also promote the family look trend.
Preserving childhood
Despite its benefits, the baby star phenomenon has sparked debates about pressure on children, privacy concerns, and commercial ethics. Early spotlight exposure can significantly stress young children. Many psychologists argue that children need a natural development environment, free from excessive image-building responsibilities or public scrutiny.
Fame can also seriously impact baby stars’ privacy rights. Children’s images and personal information are often over-exploited for commercial purposes, potentially causing long- term developmental issues. Some brands, like Balenciaga, have faced criticism for prioritizing profits over children’s psychological well-being.
The baby star trend in fashion has spread from international markets to Vietnam, delivering both economic value and strong influence on consumer habits and culture. With a combination of commercial appeal and social significance, this represents a long-term strategy for brands of all sizes, helping the fashion industry innovate and develop. However, as the influence of baby stars grows, clear regulations and social responsibility from brands, parents and the public become crucial. Only then can this phenomenon become a healthy driver of development, not just for fashion but for children’s comprehensive growth as the future generation of society.
