Parents blow obscene amounts of money keeping their children fashionable

The desire to keep their children up with celebrity tots is leading parents to blow huge amounts of cash every season.

Research from High Street retailer Debenhams, discovered that parents spend on average, a whopping £357 each season updating the clothes in their child’s wardrobe for both school and spare time.

Mums and even dads admitted to buying a staggering seven new dresses and five pairs of new shoes for their daughters per season at a cost of around £427.

There is little chance that these girls will be playing on swings or in sandpits as more than half of parents who shopped for girls said they chose fashion over functionality when it came to picking new outfits.

Boys were lavished with an average of ten new t-shirts, five pairs of stylish jeans and their football team’s latest strip twice a year.

Parents responding to the survey said their didn’t need a special reason to buy new outfits for their children, with 45 per cent of them shopping for new clothes at least once a fortnight.

Hand-me-downs from older siblings are totally out of the question for 57 per cent of parents, who said they wouldn’t dress their child in them.

Debenhams believes this desire to keep kids up-to-date comes from the number of celebrity kids consistently sporting the latest catwalk fashion.