Ami Launches First Official Kids Collection, 'Ami Kids'

Targeting the 'Gold Kids' and 'Ten Pocket' Trends
Brand's First Official Kidswear Collection

Samsung C&T Fashion Group announced on August 27 that the French brand Ami, which it exclusively imports and distributes, has officially launched 'Ami Kids,' its first full-scale kids collection, along with releasing its 2026 Fall/Winter new arrivals. This marks the first time that Ami Kids has been launched as an official collection.

Recently, the children's apparel market has seen a rapidly increasing demand for kids fashion, fueled by the rise of the 'Gold Kids' trend—where parents spare no expense for one child—as well as the so-called 'Ten Pocket' phenomenon, where extended family members collectively spend on a single child. The launch of Ami Kids is also in response to these evolving consumer trends.

The Ami Kids collection features knits, cardigans, shirts, pants, and baseball caps, all adorned with the brand’s signature ‘Ami de Coeur’ heart logo. The pieces are characterized by Ami's iconic colors—gray, beige, green, navy, and black—along with classic stripe patterns that are emblematic of the brand.

This new Ami Kids collection will be available nationwide at exclusive Ami stores, at the Ami Hannam flagship store, and online through Samsung C&T Fashion Group’s SSF Shop platform.

To celebrate the launch of the kids collection, both online and offline customer events will be held. Starting August 27, an ‘Ami Kids Special Exhibit’ will be featured on SSF Shop, and customers who purchase items from the Ami Kids collection at nationwide exclusive Ami stores or through SSF Shop will receive, on a first-come-first-served basis, a kids coloring book and sticker set.

Nam Hosung, Team Leader for Ami at Samsung C&T Fashion Group, stated, “The official launch of Ami Kids is significant as it expands our brand portfolio to allow parents and children to share Ami’s unique sensibility together,” adding, “Going forward, Ami plans to evolve into a friendly luxury brand that provides a casual lifestyle experience for children and the whole family alike, built on our philosophy of ‘friendly luxury.’”

This content was produced with the assistance of AI translation services.