Dress to impress: kids' fashion in Belgium

Children and teenagers can be very choosy about what they wear. What’s cool one week might be boring the next – it’s hard to keep up. So here’s a selection of Belgian and international shops with the best offers in the fast-changing world of fashion

Antwerp

The American Forever 21 must be one of the most popular chains for fast fashion. It has shops at nearly 500 locations worldwide and, since 2011, one in Antwerp as well. Spread over 3,700 square metres you’ll find clothes, shoes and accessories at very cheap prices. The racks and shelves feature new items nearly every day (Brussels used to have a F21 as well, but it shut after a fire in 2012).
42 Meir, 03.225.06.23

America Today is a Dutch chain store with a soft spot for all-American campus style. Think jeans, sweatshirts, hoodies and casual T-shirts. The brand’s stylists closely watch what’s hot and happening on the major campuses in the US and recreate the looks in the store. Visit the food corner for Snapple lemonade, Oreo biscuits and other treats.
26-28 Kipdorpvest, 03.227.26.21 (shops in Brussels, Knokke-Heist and other cities too)

Urban Outfitters calls itself a global retailer with a boutique approach. Its shops sell a mix of its own brands and more established names (Cheap Monday, Dr Denim and Nike) as well as providing a vintage corner – it’s very hip and cool! The chain is also famous for its homewear collection, featuring coffee mugs, books and trendy lunch boxes.
78 Meir, 03 201 59 10 (there’s a shop in Brussels too)

Brussels

Skirts with a cool top or leggings with a long shirt; that’s pretty much what the average Brandy Melville girl wears. The popular shop in Brussels stocks plenty of these reasonably priced items. Don’t bother looking for your size, as most of the items come in one size only. Handy!
19 Rue A Orts

Keeping up with the latest fashion is hard enough as it is. And your children probably grow out of their new clothes at an even faster rate. Turn to Brussels outlet chain DOD for a large selection of brands at low prices (Hilfiger Denim, Roxy, Cakewalk, Guess, among others). The DOD success story started in 1979 with the opening of its first outlet store on Chaussée de Louvain. There are now 21 of them, nearly all in the capital. DOD stocks everyday clothes, sportswear, underwear, backpacks, shoes and so much more (for babies, toddlers, kids, teenagers and adults).
Several outlets for children

Subdued is a newcomer to the city. The Italian brand was designed “to satisfy the teenagers” and is inspired “by their world”. Expect anything from girly party dresses to T-shirts and sweaters, brandishing statements such as ‘Start every day like it’s your birthday’ and ‘My dad, my hero’. Lots of wallet-friendly accessories and bags, too.
15 Chaussée de Waterloo, 02.534.85.83, (also in Antwerp)

& Other Stories is coming to Brussels too. H&M Group’s latest chain of shops focuses on stylish teenagers and women with affordable on-trend collections. As well as clothes, the shops are known and loved for their shoes, accessories and beauty range, too. They don’t shy away from collaborations either, such as with footwear labels Nike and Vans.
Avenue de la Toison d’Or

Liège

Visit Les Galéries for a great range of shops, all under one roof. Among others, you’ll find Belgian label River Woods with its take on American classics (think chino pants, checked shirts and comfy sweaters) and Esprit with its colourful and comfortable outfits. Both shops have a large selection for the young ones, too.
27 Place Saint-Lambert, 04.223.23.00

Not that long ago, the city of Liège witnessed the opening of another big mall. Spread over 1,800m2, Médiacité boasts a varied mix of shops and restaurants. Shop at Okaïdi for fashion for children up to 14 years old, or marvel at the choice at the first Primark shop in Belgium. Fashion for kids and teens that won’t hurt your purse.
Boulevard Raymond Pointcaré, 04.341.12.12

Knokke-Heist

Shop at Belgian label Fred & Ginger for bright and pretty outfits for your offspring (aged up to 14). No drabs colours at this shop, but instead you’ll find the most sparkling hues, with or without a wacky print. The theme for their summer collection? Dragons and princesses!
381 Lippenslaan, 050.62.79.36

Belgian chain Bellerose has come a long way. In 1989 it sold its first line of men’s shirts and today, shops can be found in nearly every major Belgian city, as well as in France, The Netherlands and Spain. The secret? Premium clothing for the whole family, great cuts, clever details and reasonable prices. The first shop in Belgium was opened in Knokke.
21-23 Albertplein, 050.62.23.18

Outlet villages

If you don’t fancy spending a whole day comparing prices on the high street, a trip to an outlet village guarantees value-for-money shopping. The nearest ones are Maasmechelen Village in Limburg and Rosada Fashion Outlet in Roosendaal, the Netherlands.

With more than 100 luxurious boutiques, there’s something for everybody at Maasmechelen Village. It’s got the lay-out of a cozy village, paved with nothing but shops and eateries. Shop at Converse, Petit Bateau, United Colors of Benetton for the coolest outfits with reduced price tags. It’s open every day and a luxury bus service runs form central Brussels, if you don’t fancy the drive.
100 Zetellaan, Maasmechelen

Esprit, Scapa Sport, River Woods, Cakewalk…at Rosada Fashion Outlet you’ll discover the same brands as on a regular shopping street but with discounts of up to 70%. Peruse the collections of previous seasons and cut down your spending.
70 Rosada, Roosendaal

This article first appeared in The Bulletin's Newcomer spring 2014 edition