Kidswear therapy with Katie Kendrick & Linda McLean.

This week on Kidswear Therapy, Linda and Katie welcome an old friend — Majbrit Weidemann, now Managing Director of Bundgaard shoes. Linda and Majbrit go way back to the wild days of New Generals, when organic cotton and kids’ runway shows were still radical ideas. Fast forward to today, and Majbrit’s steering Bundgaard’s 120-year legacy into a new era. She describes uncovering a “chest of gold” in the archives and translating that heritage into a sharper, more contemporary premium kids’ footwear brand — one that feels modern but still true to its roots.

They chat about design DNA, fearless creativity, and learning not to grow faster than your cashflow. Plus, how Bundgaard’s now using AI to speed design mock-ups and brand writing — with humans still firmly in charge of the soul.

Linda & Majbrit’s shared history — the “New Generals” years

Joining Bundgaard and rediscovering a heritage brand

Mining 120 years of archives for design DNA

Turning legacy into everyday philosophy, not nostalgia

Bundgaard’s repositioning: premium, functional, modern

Beginner shoes & archive classics — spotlight for AW26

The “fear factor” in today’s cautious kidswear market

Lessons from fast growth at New Generals

Balancing creativity, strategy, and profitability

AI tools as design assistants — not replacements

Staying brave, creative, and connected in a changing industry

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Kidswear Therapy is a Pirouette Media production.

Hosted by 

Sponsored by https://pirouettedirectory.com

Kidswear therapy with Katie Kendrick & Linda McLean.

In this quick micropod, Katie and Linda chat about the mess caused by Trump’s tariffs and the end of the 'de minimis' exemption. Independent brands, especially those producing in China, are really feeling the squeeze—some even getting customs bills bigger than their orders. With shipping to the U.S. suspended from over 30 countries and platforms like Shopify scrambling to soften the blow, it’s a stressful, confusing time.

The two share stories, vent a little, and send out a big “Kidswear Therapy hug” to brands just trying to keep afloat. While the tone’s a bit heavy, they balance it with humor and look ahead to lighter topics—like kids’ modeling and influencer culture—in upcoming episodes.

Kidswear Therapy is a Pirouette Media production.

Hosted by 

Sponsored by https://pirouettedirectory.com

Kidswear therapy with Katie Kendrick & Linda McLean.

Katie and Linda return from summer chaos (read: kids finally back at school) and dive into the world of kidswear trade shows. Linda reports from Copenhagen International Fashion Fair (CIFF), where the new uniform stand design had brands split between “clean Scandi chic” and “where’s my giant poster?” vibes. Katie shares her adventures at Playtime New York, which ranged from dodging influencer meet-and-greets with her daughters to sweating through the hottest NYC summer.

They cover how trade shows are shifting more toward showroom-style setups, the pressure on brands to hustle buyers into appointments, and the challenges of a tough global market for independents. Sprinkled throughout are side stories about influencers, denim obsessions, matcha lattes, and Katie’s questionable street cred in front of TikTok-famous strangers.

Despite the serious note about store closures and financial pressures, the tone stays upbeat: there’s still opportunity for creativity, new markets, and a fef laughs along the way.

CIFF’s new format: Sleek, uniform stands lowered costs but limited brand personality.

Changing trade show dynamics: Less foot traffic means brands must secure appointments and treat fairs like showrooms.

Playtime New York comeback: Big European brands returned, proving the U.S. market remains key despite tariff and cost challenges.

Market pressures: Independent boutiques continue to close, pushing brands to adapt collections, strategy, and positioning.

Bright spots: Innovative newcomers and bold collections show there’s still energy and opportunity in kidswear.

Kidswear Therapy is a Pirouette Media production.

Hosted by 

Sponsored by https://pirouettedirectory.com

Kidswear Therapy is a Pirouette Media production.

Hosted by 

Sponsored by https://pirouettedirectory.com

Kidswear therapy with Katie Kendrick & Linda McLean.

Linda and Katie discuss recent trade shows Pitti Bimbo in Florence and Playtime Paris, highlighting the successes, challenges, and emerging trends from the season so far. They chat through Pirouette’s runway show and dedicated Piazza space for a selection of directory* brands and delve into the importance of creating a memorable buyer experience, the dynamics of fashion shows, and the shift towards romantic styles in clothing. The duo also shares insights on the role of influencers and the evolving market landscape, emphasizing the need for brands to adapt to changing consumer preferences.

Kidswear Therapy is a Pirouette Media production.

Hosted by 

Sponsored by https://pirouettedirectory.com

Kidswear Therapy is a Pirouette Media production.

Hosted by 

Sponsored by https://pirouettedirectory.com

Kidswear Therapy is a Pirouette Media production.

Hosted by 

Sponsored by https://pirouettedirectory.com

Kidswear therapy with Katie Kendrick & Linda McLean.

Katie catches up with Linda fresh from a vibrant week in London, where standout kidswear brand Happyology hosted a stylish event at Somerset House. The Spring/Summer 2025 collection was showcased in a café takeover blending fashion, flowers, and themed menus, creating a visually rich, press-friendly setting. With influencers, journalists, and bloggers in attendance, the event generated strong buzz and social content. Katie and Linda discuss how thoughtful presentation, storytelling, and PR elevate a brand’s visibility in a competitive market—and why Katie wishes she’d made the trip!

Kidswear Therapy is a Pirouette Media production.

Hosted by 

Sponsored by https://pirouettedirectory.com

Kidswear therapy with Katie Kendrick & Linda McLean.

In this episode, Katie Kendrick and Linda McLean chat with Australian designer Lorna Murray, the creative force behind the iconic foldable hats now seen on global style icons like Kathy Hilton. Lorna shares how her brand evolved from a personal design project to a globally recognized label stocked in over 500 stores.

Her journey began with a decade of working alongside artisans in India and Indonesia while still teaching art in Australia. A key collaboration in Florence helped propel her hats into the spotlight. From there, a few viral moments—including a Korean influencer and Cathy Hilton on Real Housewives—sparked an organic wave of global attention.

Lorna discusses the evolution of the brand from a one-woman operation to a team of 17 in Sydney and 60 in Indonesia, all working in sync. She emphasizes the power of collaboration, shared values, and creating space for staff to grow organically within the business. Sustainability, creativity, and strong team culture are at the heart of Lorna Murray’s continued success.

Kidswear Therapy is a Pirouette Media production.

Hosted by 

Sponsored by https://pirouettedirectory.com

Kidswear therapy with Katie Kendrick & Linda McLean.

After a prolonged break Katie & Linda give us a packed pod. With a look back at the AW25 show season, including Pitti Bimbo, Playtime Paris, Playtime New York and Kid's hub as well as Katie's trip to CBME Turkiye.

Summary

Mentions

Shows

Pitti Bimbo https://bimbo.pittimmagine.com

Playtime https://www.iloveplaytime.com

CBME https://www.cbmeturkiye.com.tr/en/

CIFF https://ciff.dk/our-brands/the-new

Brands

https://anjaschwerbrock.com/

https://www.wheat.co.uk/

https://global.gingersnaps.com.ph/

https://bobochoses.com/

https://jesurum.it/

https://www.raspberryplum

https://mc2saintbarth.com/

https://copenhagencolors.com/

https://www.molo.com/

https://www.veromoda.com/

https://www.kokori.co.uk/

https://ambosstoys.com/

https://palloncinoblusleepwear.it/

https://brunobrunonation.com/

https://www.wildwawashop.com/

https://thesundaycollective.com/

https://www.halcyonnights.com.au/

https://www.stickylemon.nl/

https://velocipedekids.com/

https://forivor.com/

Kidswear Therapy is a Pirouette Media production.

Hosted by 

Sponsored by https://pirouettedirectory.com