kiddie brands
Posted by Sara Zucker on October 15, 2009 03:43 PM
It seems that consumers have discovered quite a taste for collaborations between designers and mass retail outlets. You'll notice that for the most part, the younger generation has been slighted.
Stella McCartney will change all that with her children’s line for Gap Kids and Baby Gap, which will hit stores next month. W magazine's first preview of the collection reveals mini hoodies, jackets, and other wardrobe staples.
Prices for the pieces range from $14 to $128 and can be worn by both sexes:
Launching in the UK, France, Japan, the U.S. and Canada, the line includes everything from supersoft cashmere blankets for newborns to Fair Isle sweaters, brushed cotton blazers with silk lapels, and those wool military jackets, which are intricately embroidered with gold thread.
Perhaps this move was spurred by celebrity offspring toted around by their fabulous parents, with everyone involved looking equal levels of fabulous. Not that I have a list or anything, but I am admittedly jealous of Suri Cruise and Shiloh Jolie-Pitt. (The former has a collection of heels that would make Jimmy Choo look twice.) Regardless of the motivation, the designing process sure sounded creative:
Of course, McCartney knows it’s not only Mom and Pop steering the sartorial ship. “I’m quite aware that after the age of four and a half, kids actually don’t want to wear what their parents want to put on them anymore,” she says, raising a knowing eyebrow. So to avoid pitched battles with her own line, McCartney sought design input from insiders. Specifically, she commissioned four-year-old Miller and her colleagues’ daughters to draw the monsters that adorn the days-of-the-week underwear. And Miller even got final say on a T-shirt design.
Designing for children is a good way for the designer to expand her horizons, but don’t expect to see another kids' line from McCartney anytime soon; the designer (and mother of three) insists that it is a one-time thing.
| Privacy Policy | About Us | Contact Us | FAQ 
