Net-a-porter launches kidswear with Gucci.

Net-a-porter is targeting a new generation — from babies to age 12. The e-commerce site is launching kids’ wear for the first time with a six-week Gucci pop-up that launches July 16.

“In terms of the amazing imaginative aesthetic and the fun that could be had, the Gucci kids’ wear collection is this combination of playful, fun and sophisticated and you can picture kids running around in,” said Alison Loehnis, president of Net-a-porter and Mr Porter. “It’s really nice in a kid-appropriate way and it’s a great counterpart to the runway collection. You can imagine how the tigers work in kids stuff and the party dresses and the color palette.”

The collection is a combination of babies, boys and girls and includes unisex clothes. Loehnis noted that “those with a very long memory” might remember that Net-a-porter had a very edited selection of kids’ wear over 10 years ago, but the Gucci pop-up is the first since. It comes shortly after Mr Porter launched a multibrand boys beachwear pop-up, which has performed well. Loehnis said for Net-a-porter, the plan was to launch with a single brand and make it exclusive.

“Net-a-porter is devoted to women and women’s wear and [Gucci kids] was something special we thought we could offer our customers — or the children of our customers — as a special one-off event rather than as a permanent offer, which is not to say it’s the only thing we’ll do in the category,” she said.

To accompany the launch, Mark Shearwood shot a campaign featuring kids in an antique photo booth. Loehnis declined to estimate sales volume for the pop-up, but said “it’s set for six weeks, but we envision it probably won’t last that long” before the products sell out.