LONDON — After test-driving two collections with Gap Kids, Stella McCartney is launching her own children’s wear label.
Stella McCartney Kids, a joint venture between Stella McCartney Ltd. and Redcats, the PPR-owned fashion and home furnishings retail giant, will land in the designer’s stand-alone stores — and online — on Nov. 3, a spokesman told WWD exclusively.
An announcement is expected today.
The project will launch initially as a capsule collection, and will be developed into a full range with wholesale distribution next year. The first collection will be for holiday, followed by a spring delivery in February, a high summer one in May, and a fall one in August.
“As a brand with many working parents in the team, I wanted to create a desirable, fun, wearable kids’ collection that was affordable,” said the designer, a mother of three whose fourth child is due in November.
“I feel like all the timeless children’s wear is reserved for the expensive brands and that did not sit well with me. Kids and parents, aunts, uncles, friends should all be able to have access to Stella McCartney Kids clothes,” she added.
A new e-commerce site, stellamccartneykids.com, will offer express shipping to 200 countries, along with a virtual playground where children and parents can interact with each another. A preview of the site will go live today.
The collection is aimed at the zero to 12 set, and features floral print dresses, field jackets, a wool and cashmere blend peacoat, and rubber rain boots. There will also be organic cotton onesies and McCartney’s signature underpants for each day of the week.
Prices range from 19 euros, or $25, for a baby’s T-shirt to 150 euros, or $194, for a coat.
An ad campaign shot by Ryan McGinley will break in the November issue of magazines including Elle France, and in titles including The New York Times and New York Magazine. There are also plans for an iPhone application.
The launch is in line with the brand’s expansion strategies. McCartney, whose company is a joint venture with Gucci Group, has created a series of product lines and collaborations over the years, including lingerie with Bendon; activewear with Adidas; bags with LeSportsac, and children’s wear with Gap Kids. Earlier this year, she unveiled her second capsule collection for Gap Kids, and both were a commercial success.
Redcats has an annual turnover of 3.39 billion euros, or $4.37 billion, about half of which comes from the Internet and the other half from catalogues and stores. The company has a portfolio of 15 companies — including La Redoute — in 30 countries, and offers products that range from clothing to sports equipment to home furnishings.
“Azzedine has been one of the biggest influences in my life. He has always been such a strong, loving, fatherly figure to me. I call him Papa. His designs are indescribably unique, they are pieces of art. He knew how to make the female form look its loveliest. I have so many memories of him; my favorite might be during my first show with him in Paris. He liked me and he wanted to help me get more work. He called all his friends at Kenzo and Comme des Garcons, and asked them to book me. They said, ‘But she can’t walk!’ And he said, ‘but she has such a great ass!' His friendship and support has been the great privilege of my career. I can't imagine life without him. Repose en paix mon Papa.” - @stephanieseymour tells @wwd. #wwdfashion (📷: @steveeichner) #alaia #azzedinealaia
Azzedine Alaïa, flanked by two of his closest friends, models Stephanie Seymour and Naomi Campbell.
He designed Seymour’s dress for her 1995 wedding to Peter Brant, and treated Campbell (who famously called him Papa), like a daughter. For more on the legendary designer, tap the link in bio. #wwdfashion #alaia #azzedinealaia
Azzedine Alaïa's “I-did-it-my-way” ethos stood out starkly at a time when brands are experimenting with consumer-facing fashion shows, coed formats and trans-seasonal collections – anything to perk up lackluster sales of ready-to-wear in an age of Insta-everything. “It’s not creation anymore. This becomes a purely industrial approach,” the late designer told WWD in an interview last year. “But anyway, the rhythm of collections is so stupid. It’s unsustainable. There are too many collections.” Read more about the iconic designer’s life and work on wwd.com, link in bio. #wwdfashion #azzedinealaia (📷: @WWD Archive, 1986) #alaia
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Azzedine Alaïa, one of the most iconic couturiers of the modern era whose body-con designs defined Eighties fashion, has died in Paris. The diminutive Tunisian-born designer, known for his structured knitted dresses with fitted waists and impeccably cut, figure-hugging second skin silhouettes was deeply admired by his peers, and counted supermodel Naomi Campbell - his adoptive daughter - among his inner circle, one of a gang of glamazons including Farida Khelfa, Carla Bruni and Stephanie Seymour who became ambassadors of his style. (📷: Alexandre Guirkinger) #wwdblast