Net-A-Porter launches more kidswear with multibrand collective

By

Sandra Halliday

Published
Jan 22, 2019

Net-A-Porter is continuing its softly-softly move into kidswear as it launches its latest initiative targeting the youngest consumers. But its kidswear offer is certainly gathering pace and after its three earlier pop-ups, comes its first multi-brand kidswear collective.

The collective launched this week and is a curation of exclusive capsules from six brands for girls and boys, aged one to 12 featuring “contemporary relaxed styles”.

That means "beloved cult offerings from insider fashion brands” such as Yeah Right NYC Kids, the label’s minimalist white tees being included. There are also embroidered artisan cardigans from Alanui Kids and sportier pieces from ATM Kids and Chinti & Parker Kids. These include “relaxed styles that elevate comfort and highlight the capsules’ timeless appeal.”

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Meanwhile Lingua Franca Kids is “playful and charming” and adds “an amusing touch to the collection,” we’re told, with “light-hearted” embroidered messages that read ‘Tree Hugger’ and ‘Cool Like That’. And Golden Goose Deluxe complements the collective with a line-up of ‘mini me’ versions of its popular sneaker styles. The final piece in the jigsaw is sustainable footwear brand Veja, which interprets its signature sneakers in a palette of bright colours with creative illustrations that include its signature V monogram.

The collective will be available throughout the season and comes with a dedicated campaign to ensure it gets in front of the right customers. Net-A-Porter is using influencer Sai De Silva’s seven-year-old daughter, London, and 20 month old son, Rio, to front this campaign.

Kidswear is a key growth area for the luxury sector with most of the major names offering junior and infant-sized pieces. And the luxury end of the e-tail channel has been moving in on the area with MyTheresa also launching into the category recently.

However, compared to the step-by-step approach taken by Net-A-Porter, MyTheresa has taken a deeper dive with a wide range on offer from both designer labels and high-end kidswear specialists.