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The purpose of this paper is to examine mothers’ social media accounts that focus on children’s fashion. The authors probed children’s fashion photo practices as representations of the mothers’ extended self and the kind of childhood representations produced by the social media accounts. They also investigated mothers’ perceptions of children’s privacy when engaging in sharenting – the sharing of information about children or parenting online.

The study is based on 16 semi-structured interviews with Finnish mothers who had Instagram accounts focusing on children’s fashion.

Children’s fashion photos play a diverse role in mothers’ identity work. The photos can be used to express a mother’s taste and aesthetic skills, to express values, to fit into peer groups and to store memories of oneself and the children. Through the photos, representations of the prevailing Finnish childhood ideals, such as authenticity, naturalness and playfulness, are reproduced. The mothers perceived the children as part of their extended self and justified sharenting with mother- and child-centered arguments.

Through shedding light on the practices of social media fashion photography, this paper provides insights into how commercialism and social media shape cultural expectations for both motherhood and childhood. The paper contributes to previous research on sharenting, extending it to the context of fashion photography.

This article is a theoretical investigation about the babyfied dog and the troubled relationship between dogs and parenting in contemporary consumerist culture.

In the frame of the special theme issue, the focus of the article is on theorising consumption and care in the context of new motherhood. The article analyses why the babyfied and fashionable dog has become so popular and what the human–dog/animal–transgression is about.

The anthropomorphised animal is an integral part of constructing and understanding the romantic ideal of childhood and childhood innocence. Simultaneously with the modern educational attitude towards pets and animals in general, real animals, especially small lapdogs, have started to replace teddy bears and other plush animals as the dressed-up childlike animal. The tamed and designed animal is not completely an animal anymore and occupies the space between the human and the animal, becoming central to the reconfiguration of the family, childhood, leisure and identity. Currently, as the number of children in families decreases, the babyfied dog is taking the place traditionally reserved for the child.

Even though the findings cannot be generalised, they suggest that more research on the relationship between humans and dogs is needed.

The article makes an original contribution to the theme issue by focusing on the still unusual, yet strongly emerging form of parenting and care of dogs. Doing this, the article challenges ideas about “natural parenting” by arguing that dogs are the latest babies and fashionable co-consumers.