Okwudiri Straightman Nwali

Harrods boss says top fashion brands are targeting children to get them hooked on designer labels... and parents are paying thousands for 'kiddie couture' dresses 

Some of the world's biggest fashion houses are creating 'kiddie couture' as a way of attracting future customers, says the boss of Harrods. Gucci, Christian Dior, Valentino and Fendi have all shrunk their adult ranges to try to get children hooked on their designs at an early age, according to Michael Ward, managing director of the luxury department store. Already hooked are Harper Beckham, 4, (pictured centre) who wears as £97 jumper from Chloe, North West, 2, (right) who wears a £1,540 custom-made designer coat and Tamara Ecclestone's baby daughter Sophia who is kitted out in £23.99 jelly shoes from Vivienne Westwood (left).