MILAN — Margherita Maccapani Missoni Amos is about to give birth in two ways: Her second child is due in May and she is unveiling a new children’s wear line, called Margherita, today in Paris.
This story first appeared in the March 6, 2015 issue of WWD. Subscribe Today.
“The world of children is the one that interests me the most now, and I want to build a brand around my life and be able to decide [how to use] my time,” she said. The colorful and fun line is produced by the Los Angeles-based Neige firm and is entirely separate from her family’s fashion business. But there is no conflict: Amos said her mother, Angela Missoni, ventured out on her own before becoming creative director of the Italian fashion house. “She is happy for me and supports me,” she said.
Margherita is a collection of easy pieces that combines fabrics and colors, such as classic stripes or checks generally used for shirts, Bali-inspired or naïf prints, and cute characters modeled after the logo, a smiling daisy — Amos’ name in English.
“I like it when children open up their wardrobe and pick what they want to wear. We, too, as kids were free to dress how we wanted, it helps to be creative, it gives a sense of open possibilities,” she said, adding that she feels the kids’ market is saturated with super-classic or “chic delavé” looks.
“I’ve always had a strong attraction for children’s wear; I bought pieces and stored them away, even before I had Otto [her first child, now 18 months]. After Otto arrived, I realized I didn’t know anything about children’s clothes,” Amos said.
She believes children’s wear often seems made by “people who don’t have kids, with difficult sleeves, for example.” For this reason, soft washable fabrics and comfort, such as batwing sleeves, are priorities in her new line.
The collection, which debuts for spring, retails at between $30 and $80. For fall, she is planning to expand the line with more categories and accessories such as bibs, little necklaces, scarves, gloves, diaper bags or layettes.
The collection caters to boys from infancy to two years old, and girls from infancy to seven years old. Margherita will be available to consumers beginning Saturday through two exclusive retail partners, Nordstrom and its online store in the U.S., and Yoox.com globally. The collection will also be carried on Margheritakids.com. For fall, the collection will be rolled out to specialty stores.
“The collection’s whimsical prints and wearable fabrics along with the accessible price point make it a great addition to our kids’ wear offering,” said Jennifer Kovacs, divisional merchandise manager for kids’ wear at Nordstrom.
“Ever since we heard Margherita was creating her own label, we believed Yoox.com would be the perfect match to globally manage the collection’s e-commerce, a further step in a collaboration which started several years ago,” said Maia Guarnaccia, group global brand marketing and communications director at Yoox.