Back to School for the Super Rich. Are Gucci Backpacks and Lanvin Furs for Kids or Parents?

Photo by: Dolce and Gabbana

But according to industry insiders, it's not about the kids. It's about introducing parents to more aspects of a luxury brand. "We're definitely growing," Andrew Mandell, Bergdorf Goodman's vice president tells AP. "This is a whole new realm. And when you have our customers so fashion forward, they eat this up."

Meanwhile, on the parenting forum Urban Baby, a U.K. transplant asked what New York kids wear to school. ... more 

Photo by: Dolce and Gabbana

But according to industry insiders, it's not about the kids. It's about introducing parents to more aspects of a luxury brand. "We're definitely growing," Andrew Mandell, Bergdorf Goodman's vice president tells AP. "This is a whole new realm. And when you have our customers so fashion forward, they eat this up."

Meanwhile, on the parenting forum Urban Baby, a U.K. transplant asked what New York kids wear to school. "Mine wears Gucci, Burberry, Chloe etc," another mom answered. "Ha ha ha. I wasn't asking for labels," the U.K. mom replied. "My 3rd grader has very definite ideas about what she'll wear and what she won't." Unfortunately, some do parents as well.

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