Stella McCartney's new line of childrenswear, Stella McCartney Kids, goes on sale in stores worldwide and on its dedicated website, www.stellamccartneykids.com, starting today (November 3). The British designer is the latest to unveil a luxury children's collection, joining the likes of Burberry, D&G and Dior.
The new line, which comprises styles for babies, boys and girls from ages 0 to 12 years, ranges in price from £14 (16 EUR) for a baby's T-shirt to £130 (149 EUR) for a coat. Each piece in the collection includes styles that have been adapted and shrunken from McCartney's main line. Additionally, they are all named after children's first names. There's the James cardigan, Lara tee, and Nina Skinny Jeans, for example.
What's more, McCartney, a lifelong vegetarian and environmental rights activist who does not use any leather or fur in her designs, also designed various eco-friendly pieces like organic cotton leggings for babies and organic tees for boys and girls.
Commenting on how her childrenswear line came to life McCartney said, "As a brand with so many working parents in the team, I wanted to create a fun, desirable, wearable kid's collection that was affordable. I feel all the timeless children's wear is reserved for the expensive brands and that did not sit well with me. Kids and parents, aunts, uncles, friends should all be able to have access to Stella McCartney Kids clothes."
McCartney, the former creative force behind Chloé, is no novice when it comes to designing for tots. Now pregnant with her fourth child, she already has two successful capsule collections with Gap under her belt.
To coincide with the launch of Stella McCartney Kids, an iPhone application will also be available to download on iTunes today. The application includes features like a mechanical drawing game and the ability to instantly shop and browse the kid's collection through the online store.
McCartney isn't the only high-end label to add luxury childrenswear to her company's portfolio. Italian fashion houses Gucci and Fendi are also debuting mini-me lines by yearend.
Shop Stella McCartney Kids online: http://www.stellamccartneykids.com/