Michael Kors enters the children’s clothing market for the first time. Launched its first children’s line in partnership with French luxury group Children Worldwide Fashion.
The collection includes clothing and accessories for girls aged 4 to 14. The collection will be sold worldwide through Michael Kors digital outlets in North America, Europe and Asia, wholesale partners such as Galeries Lafayette, Zalando, Ounass and Salam Stores, and CWF distribution points.
Spring delivery is inspired by the Michael Michael Kors women’s collection and includes “sport-chic sportswear” with the MK logo. The capsule features classic pieces such as sleeveless jersey dresses, fleece skirts with branded jacquard trim, and fun floral dresses and skirts. Kors’ signature print throughout is showcased throughout the collection, including swimsuits and backpacks. The collection is completed with accessories such as heart-shaped crossbody bags and pink totes.
Retail prices range from $45 to $139. New collections will be introduced twice a year for autumn and spring. Later this year, the Michael Kors kids’ line will be expanded to include baby and toddler sizes for girls’ ages, from 3 months to 3 years.
Collection for launch, photographed in Ibiza, off the coast of Spain.
To celebrate the launch, Michael Kors will host worldwide events featuring kid-friendly activations in destinations such as New York, Dubai, Paris and Marbella, Spain. Activations will rekindle the campaign’s jet-set feel and immerse guests on an in-store adventure, providing a first look at the new girl lineup.
CWF, which started producing its own children’s clothing line 65 years ago, began licensing high-end brands for children’s clothing 30 years ago. Today, Givenchy produces children’s clothing for brands such as Lanvin, DKNY, Chloé, Kenzo Kids, Marc Jacobs, Paul Smith Junior, Karl Lagerfeld Kids, Zadig & Voltaire, Boss Kidswear, Aigle and Timberland.
