Why We’re a Mostly Faceless Brand

At Little Locals, we believe children deserve privacy, dignity, and respect—long before they can give informed consent. That belief guides many of our decisions, including how we present our clothing online and how we show up on social media.

For the most part, we choose to be a faceless brand and use AI-generated models to showcase our garments. This allows us to share how our pieces fit, move, and function without placing real babies or children in marketing content or on public platforms. While children’s clothing is often promoted through images of real kids, we intentionally step away from that norm in order to prioritize safety and long-term wellbeing over visibility.

Using AI models helps us keep the focus where it belongs: on the clothing itself—its comfort, quality, and thoughtful design—rather than on the identity of the child wearing it. It also allows families in our community to engage with Little Locals without contributing to the permanent digital footprint of a real child.

You may still see real families and children on our Instagram from time to time. When families choose to tag us in their own posts, we may reshare that content as a way to celebrate our community and honour their choice to share. These moments are always family-led and consent-based—we do not request or require families to share images of their children, and we do not use real children in our own created marketing campaigns.

This distinction is important to us. Our commitment is to avoid placing children in the spotlight for promotional purposes, while still respecting and uplifting families who choose to share their experiences with Little Locals on their own terms.

We know that images shared today can live online indefinitely, and we take seriously our role in protecting our littlest locals from unnecessary exposure. By choosing this approach, we aim to model a more ethical, child-centred way of doing business—one rooted in consent, boundaries, and care.

As always, our decisions are guided by community, sustainability, and respect for families. Thank you for supporting a brand that chooses intention, transparency, and gentleness—every step of the way.