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LONDON — After test-driving two collections with Gap Kids, Stella McCartney is launching her own children’s wear label.
This story first appeared in the September 14, 2010 issue of WWD. Subscribe Today.
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.