For its highly anticipated debut at New Zealand Fashion Week 2025, Sonnie is reimagining what a kidswear runway can be. Known for bold colours and a playful energy that celebrates the magic of childhood, the brand is taking its first steps onto fashion’s biggest stage with a show designed to surprise, delight and move.
This moment feels perfectly timed for Sonnie. After years of cultivating a loyal community and building momentum in the ever-shifting retail landscape, Sonnie’s Managing Director Sarah Hapgood, saw 2025 as the right year to step forward. “It’s such an exciting and humbling moment,” she says. “We’ve built up such a strong, loyal community, and with so much change happening in both the brand and the retail landscape, it felt right to step forward and have some fun.”
Instead of the traditional runway, Sonnie is bringing movement, choreography and storytelling to the stage, thanks to a collaboration with Neverland Dance Studio. The show is themed around “a day in the life of a Kiwi kid,” tracing moments from waking up to school, after-class activities, and finally winding down. Each scene blends expressive clothes with choreography that reflects how children actually wear them – running, jumping and playing.
“Kids aren’t made for stiff runways,” Sarah Hapgood. “We wanted to showcase clothes in a way that feels true to how children live in them. Comfort always comes first – if kids can’t move and play in the clothes, it’s simply not Sonnie,” she says.
“We hope audiences feel uplifted, surprised, and maybe even nostalgic for their own childhoods.”
With performers as young as three and as old as eleven, comfort and individuality were central to the styling process. Looks were paired with music, and choreography was built around each dancer’s natural abilities, creating a show that balances polish with authenticity.
Adding another creative layer is illustrator Guy Brock, a long-time Sonnie collaborator. His new artwork featuring the Volkswagen ID. Buzz became a mood board for the collection, embodying the playful, nostalgic spirit at the heart of the brand. The partnership with Volkswagen, who is backing the show, highlights how Sonnie’s creative world extends beyond fashion.
As for what Hapgood hopes families take away? That’s simple: joy. “We want everyone to leave smiling, reminded of the magic in everyday childhood moments, and excited for the Spring Summer collection launching soon after.”
For a ticket to the show, visit Eventbrite – and yes, kids are welcome!
Imagery: Supplied.
