Ruth Kelly on ‘What’s Influencing Design for Baby & Kids in 2020’?


Written by Justine Jackson

27 August 2019

At this year’s Kind + Jugend show, our Head of Baby and Kids, Ruth Kelly, will be giving an exclusive presentation, alongside our Insights Editor, Jenna Galley. Together they’ll be revealing two unique trends for 2020. The talk will also provide an overview of what’s motivating parenting decisions, as well as social, cultural, educational and environmental factors affecting play, nurturing and entertainment. The presentation will be taking place on 19th September at 12pm and 4pm and again on 20th September at 11am in the Trend Forum.

This week, we speak to Ruth on her work at Trend Bible, what to expect for 2020 and what she’s looking forward to at Kind + Jugend 2019.

What is the most exciting or rewarding part of your work at Trend Bible? 

Exciting is definitely the variety of clients and projects – although my team specialise in Baby & Kids this can mean anything from exploring the future of parenting to decor themes for baby bottles or furniture. The most rewarding part for me is seeing designers truly inspired and energised by the forecasts – hearing their ideas and seeing teams excited to create incredible ranges.

What design trends can we expect for Baby & Kids in 2020?

For Spring Summer we’ll see a strong Japanese influence woven throughout interior decor and lifestyles. Nurseries will reflect a modern but comforting aesthetic. Soft brushed cotton, curved pale wood and flat knits bring a soft and understated luxury in the finish of materials and products.

As we move towards Autumn Winter we’ll see a rekindled desire for maximalism. Dark, dramatic interiors set the scene, creating an air of magic and mystery. Clutter is embraced as interiors feel more personal and lived-in and products have an undone quality, with unravelling threads and frayed edges and worn, vintage eiderdowns.

Image left to right Trend Bible, OYOY

You’ve presented in the Trend Forum before. What are you looking forward to most?

It’s always just really incredible to be surrounded by talented creative professionals from all areas of the Baby & Kids industry – hearing their perspective on how they see trends influencing the market and of course seeing beautiful new products from interesting brands.

Kind + Jugend is the leading international trade fair for baby and toddler products. If you won’t be able to attend the show this year, follow us on Instagram and Twitter for live updates from the show. 

Whether you are working 3 or 18 months ahead of a season, all our trend books are available in eBook format, perfect for tracking trends on the move at trade shows and events. For a glimpse into Spring Summer 2020 Baby & Kids trends, hit the ‘Download Now’ button on this post.


We were impressed with the quality of the individual coaching. Not obtrusive or interfering, but genuinely steering the team to target objective.

Mayborn Baby & Child


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