LONDON — British vogue retailer Browns has added children’ put on to its providing.
Ida Petersson, shopping for director at Browns, stated the enlargement into kids’s clothes is “a pure evolution,” particularly with the infant growth due to the COVID-19 pandemic.
“Even when simply with our inner groups, it looks like half the crew is on maternity depart,” she stated.
One more reason is that Petersson has seen extra and extra manufacturers begin to do mini-me variations of the runway appears to be like, and she thinks “they’re so rattling cute,” and “we felt we may actually have some enjoyable right here.”
“There’s a tremendous providing of gorgeous luxurious and specialist children’ put on and the specialists on the market…and that’s nice, however our clients need the Browns model of,” she added. “We’re all the time in search of new enjoyable concepts. It’s driving the interior crew loopy, however this felt like one thing a lot enjoyable that we may actually Browns-ify and make it our personal, as we did with bridal.”
The result’s a full vary of things throughout attire and equipment from 35 manufacturers, together with Bonpoint, Monnalisa, and Mini Rodini, in addition to Alexander McQueen, Burberry, Chloe, Fendi, Givenchy, Gucci, Moncler, Rick Owens, Stella McCartney, Stone Island, and Versace, catering to from new child to 16 years outdated.
Some 16 of them will probably be out there within the Browns East children’ put on pop-up, and on-line from Thursday, and the others will drop within the coming months. Highlights embody inaugural children’ put on choices from ERL, Off-White, Palm Angels, and unique capsules from Hunza Child G and Zimmermann.
Petersson added that she is in dialog about potential collaborations with a number of younger designers who might have by no means considered doubling down on this market. She additionally talked about that Browns may also supply children’ skiwear in winter.
To mark the launch, the kids of Browns staff had been commissioned to reimagine the Browns brand with their vivid, wide-eyed imaginations.
The retailer has additionally launched a vogue editorial titled “Honey, I Shrunk the Trend,” through which little one fashions took up the roles of mini vogue editor, stylist, mannequin, and hair and make-up artist.