The sizes may be small but the price tags are anything but, so for those parents where only the best will do, look away now...
For its first foray into childrenswear, online fashion empire Net-A-Porter has launched an exclusive e-pop-up with Gucci. It will last for six weeks, starting on July 16, and is filled with Alessandro Michele’s eclectic, imaginative styles. There is everything from logo-tastic sweatshirts to preppy short suits, Gucci classics like the snaffle loafers and Ace trainers, as well as playful accessories – you are really going to wish you were 12-years-old (or younger). It’s no surprise that Net-A-Porter is tapping into the pint-sized fashion boom – little people are big business. We are spending more on our “Little Emperors” than ever before and childrenswear is currently outshining both mens and womenswear (in 2015, the Asia Pacific childrenswear market was worth $69billion AUD and is projected to reach $102 billion AUD by 2020). And the brands we are gravitating towards are the ones we ourselves would like to wear. “We often receive requests for childrenswear from our EIP’s (Extremely Important People),” says Elizabeth Von Der Goltz, Global Buying Director at Net-A-Porter. “They’re already buying designer childrenswear, so why not buy it from us!” And with Gucci’s ‘back-to-school’ aesthetic, the collection is perfectly timed. “It was a clear partner for us as we have worked with them on special projects such as the Gucci X NAP capsule collection,” Elizabeth says. “We know our existing Gucci customers will respond very well, given the strong affinity the pop-up has with the mainline range. We also anticipate that it will resonate with our millennial audiences who have a growing interest in designer kidswear.” With prices ranging from £125 for a logo T-shirt up to £2,122 for a frothy party dress, the collection, which also boasts babywear and unisex options, is a distilled version of the mainline collection with all of the unique Gucci DNA. It is the ultimate mini-me statement. “Our particular favourite here is the iconic Gucci logo tee which we’ve bought for ages nought to 10,” says Elizabeth. “It has an eclectic playfulness which borrows from the adult collection. We also love the wide range of product, spanning cool sporty-inspired jersey pieces to the highly elaborate and embellished party dresses.” There is also an exclusive campaign, which tells the story of The Imagination Booth, an antiquated photobooth that brings to life children’s fantastical stories through illustrated animations and Gucci motifs. It has certainly ignited our imagination – and to help you choose, The Grace Tales has edited its top ten pieces not to be missed. Enjoy!
THE BLAZER TO BUY
THE SHORTS SUIT
THE PLAYSUIT
THE LOGO T-SHIRT
THE FLORAL DRESS
THE BACKPACK
THE STATEMENT KNIT
THE ULTIMATE KICKS
THE DENIM OF DREAMS
THE BABY OUTFIT
