Let's Look 'Behind The Seams' With Planette Kids
in a new social media campaign, owner Jill Heinke Moen aims to capture the personalities and unique styles of kids who wear her shop's ethically-sourced clothing
Evelyn Nelson, photos by Megan Zabel Holmes |
Comfy, safe and creative clothes made for some serious playtime? These aren’t just buzzwords for Jill Heinke Moen, the owner of Planette Kids in downtown Eau Claire – they’re the heart behind her ongoing social media video series, “Behind The Seams.”
Jill’s latest online campaign was motivated by several goals: go beyond in-store experiences, demonstrate how clothes are livable and most of all, capture the spirits of the kids who adorn the small business's seasonal collections.
“Seeing kids and their personalities and what the clothes bring out just sounded delightful to me,” Jill said. “I wanted the kids to just (share) their first reaction to things (like) ‘how do these make you feel?’ ‘How does it make you see the world?’ ”
Through this lens, the videos spotlight the local kids who have long been part of the Planette Kids universe. Since its inception, the Eau Claire boutique has offered a curated selection of ethically-sourced pieces for a range of youth ages – from nostalgia-fueled summer jumpsuits to quirky tees featuring hippos and octopuses.
A featured “Embroider-edge Set,” for example ($54, sizes 8-14), spotlights Planette Kids’ summer separates from Mayoral, an international children’s fashion brand with a Better Cotton Initiative to support sustainable cotton farming practices globally.
Each clothing item invites playful possibilities for both tiny explorers and older adventurers alike, Jill said.
“Like I say at my house, all clothes are play clothes,” Jill said. “Being in a shop that is for kids, if I’m not going to have fun with it and let the kids be kids, then why are we here?”
Jill has leaned into a retro-inspired production in “Behind The Seams,” inspired by the media which shaped her youth and the pop-culture trends she notices in today’s online world.
The lighthearted production style of the Zach Galifianakis-hosted series, “Between Two Ferns,” served as a primary touchstone Jill said, with its goofy structure inspiring the local “Behind The Seams” series.
Now, about seven episodes into the social media series, Jill still feels her initial goals are shaping the videos: make people smile and laugh and show the genuineness behind Planette Kids’ offerings.
Along the way, perhaps viewers will traverse from the digital landscape on their screens to the downtown boutique and make an in-store purchase or two – or just check out the space in person.
“With my social media – for better or for worse – it’s just very authentic,” Jill said. “That whole silliness, that’s just who I am. The benefit of collaborating with your friends is that the authenticity shines through ... it’s such a gift.”
Clothing items featured in “Behind The Seams” are available to purchase directly at Planette Kids, in person and online; prices for clothing featured typically range between $30-$100.
Planette Kids (100 N. Farwell St., Suite 116, Eau Claire) is open noon-3pm on Tuesdays; 10am-4pm Thursdays; 11:30am-5pm Fridays; 11am-3pm Saturdays. Visit the kids boutique Instagram page (@planettekids) to view previous episodes of “Behind The Seams.”
