By  on July 9, 2018

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.”

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