Following in the footsteps of Gucci and Fendi, it is now down to Stella McCartney to invest in children’s fashion. Her first kidswear range launches this November.

StellaMcCartneyKids.com

As a mother herself and head of her self-named “brand with many working parents in the team”, Stella has always paid an interest in kidswear. Last year the British designer created a kidswear collection for Gap (GapKids and babyGap) with a series of playful pieces.

Still compatible with her luxury/ready-to-wear/ethical ethos, the new line aimed at 0-12 year olds is an extension of her womenswear ranges. Favourites include Tammy natural rubber rain boots, Aldo quilted field jacket for boys and not forgetting Stella’s signature organic cotton onesies. Mini pieces, mini prices? You decide. 19 euros for a baby's t-shirt to 150 euros for a coat.

To be sold primarily online and at 10 of the designer’s 13 freestanding stores from the launch, 2011 will then see both the clothes range and wholesale retail distribution expanded alike. PPR-owned Gucci Group manages 100% of the brand in a joint-venture.



By Rosie Hart