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CIFF KIDS x Katrine Roug from Keiki Magazine

This season is the second time in a row CIFF KIDS collaborates with Katrine Roug, editor-in-chief of the Danish online magazine KEIKI. For this edition's partnership, Katrine will style the trend space designated to tweens and teens fashion.

Katrine lives in Copenhagen, right around the corner from Forum where the CIFF KIDS fair are being held. Together with her boyfriend and daughter she enjoys the everyday life where it is the small things and just having time to be together that counts.

She is the woman behind the Danish Online Magazine KEIKI, that unfolds an inspiring universe around kids fashion and lifestyle. Furthermore she is also a freelance stylist and associated as the Kids Fashion Expert at Go' Morgen Danmark, TV2.

We sat down for a small chat with Katrine. Read more about her and the partnership in the following interview.

For how long have you been working in the kids’ industry and why kids?

I started working with PR & Marketing in the Fashion Industry in 2004. First as an employee at various womenswear brands and later on as a freelance PR, Marketing & Branding Consultant. In 2010 I was contacted by a kids wear brand and at that time business online was emerging really fast, especially in the kids industry. One morning I woke up thinking that an Online Magazine would be the most obvious media to collaborate with for a Kids Wear brand. I found out that nothing like that existed in Denmark and two years, a lot of research and a pregnancy later, the first edition of KEIKI was published.

How did you see the teenage fashion changing over the time and where do you see it in the future?
Teenage fashion has for many years been hanging in a gap between kids fashion and adults wear. I remember when I was teenager myself that there was not many options only for Teenagers. We often ended up in the smallest women sizes and sometimes it worked better than other.

Today the young are both growing and developing faster both physical and mentally. A new category of kids has seen the light - Tweens. Kids from the age of 8 to around 16 has to be seen as a hole new segment. They are experimenting and finding them selves, while they at the same time are eager not to stand out from the rest. Their inspiration comes from everywhere, especially from street style, idols and of course social medias and youtube. The Fashion industry have opened their eyes to meet this new consumer and more brands develop separate lines in their collection for Tweens. I believe we will be seeing even more brands doing so in the future and also brands that are only specialized in the Tween segment.

What should we expect to see at the trend area.
My job has been to create an inspiring trend area that combines the best of what the fair has to offer within Tween/Teen fashion for Autumn Winter 2017. And with some really strong brands exhibiting in that category, it has been a pleasure to do so. My inspiration has been the urban cities and the street life around the world. I have mixed and matched different brands and some of the highlighted trends are: Sporty, Denima and Cheque. Without disclosing to much you should expect to see some really cool outfits for everyday use.



Center Boulevard 5 | DK-2300 Copenhagen S

Julius Thomsens Plads 1 | DK-1925 Frederiksberg

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