Designer Stella McCartney has spun off her first children’s collection, which will hit retail on Nov. 3. The Stella McCartney Kids label will launch with a capsule collection that reflects the designer’s modern aesthetic and ethical values. “I wanted to create a desirable, fun, wearable kids collection that was affordable,” said McCartney, noting many of […]
Designer Stella McCartney has spun off her first children’s collection, which will hit retail on Nov. 3. The Stella McCartney Kids label will launch with a capsule collection that reflects the designer’s modern aesthetic and ethical values.
“I wanted to create a desirable, fun, wearable kids collection that was affordable,” said McCartney, noting many of the people on her team are parents. “I feel like all the timeless children’s wear is reserved for the expensive brands, and that did not sit well with me.” The line for boys and girls 0 to 12 years will comprise playful designs, including organic cotton one-pieces, a floral-print dress, quilted field jacket, a cashmere-blend pea coat and rubber rain boots. McCartney sourced high-quality fabrics that offer both style and function.
Initially, distribution will be focused online through the new site www.stellamccartneykids.com, which will offer express shipping to 200 countries. The website contains playful features and unique shopping experiences such as a dedicated “playground” section inviting children and parents to interact with the online community. The collection will also be stocked at Stella McCartney stores in London, New York, Los Angeles, Paris, Milan, Tokyo, Hong Kong, Dubai, Qatar and Kuwait. McCartney plans to produce a full collection for Spring ’11.
To preview the line, visit www.stellamccartneykids.com.
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