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Stella McCartney Kids collection is effortless
02
Mar '11
Stella McCartney Kids expands into its first full range collection for Spring-Summer 2011 with an extension into wholesale distribution and enhanced on line shopping experience. The fun and modern styles for boys, girls and babies, aged newborn to 12 years, will be available exclusively on the dedicated website, on March 2nd and in stores worldwide a week later.

The new Stella McCartney Kids collection is effortless, playful and vibrant capturing the energy and freedom of summer. Bold florals are featured in the Polly raincoat which comes with a detachable hood that can be packed into a small bag, as well as in tops and knits. Graphic bird patterns on dresses, tops and shorts are in blue, red and green. Vintage inspired embroidery on cotton provides a charmingly nostalgic reference in the peasant style Lily dress and Gracie top and the delicate Doris dress and Maya top. Stripes are playful in basic knits and sweet in ruched detailed dresses and all-inones. Denim plays a big part, as favourite styles are shrunken from Stella's recent ready-to-wear collection; including an a-line dress, button front skirt and culottes. 5-pocket stretch jeans come in post box red, clay, off white, and pin stripes. Additional highlights include the Jay sleeveless military jacket in an olive wool cashmere and the sporty James jacket in navy with tiger embroidery. Reflecting the designer's ethical values, 100% organic cotton pieces featuring botanical, rainbow, horse, bird, dog and tiger illustrations are also included. This season the collection also incorporates iconic Stella accessories including Linda low wedge natural cork sole patent sandal. Continuing the support for Meat Free Monday, a percentage of sales for the 5 items featuring the "Lucky in Daisies" print by Stella's mother Linda McCartney will contribute to the awareness campaign.

Stella McCartney comments: "Building from the basics of the launch collection, I wanted to use prints that would appeal to kids, such as animals, rainbows, and nature. The whole idea was to make clothes that kids will enjoy; and that are not restrictive. To allow girls to be girly and pretty, but still have fun and mix in some tomboy unisex pieces."

A dedicated Facebook page will be launched to allow members to post and share content on Stella McCartney Kids including a new game; the "Draw your imaginary animal" contest that invites participants to submit a drawing. The winner's drawing will then be produced on a t-shirt and sold online.

With express shipping in up to 200 countries, we also offers interactive features in the "Playground" section to enjoy while shopping. The Stella McCartney Kids iPhone application provides browsing of the collection and instant shopping as well as a fun mechanical drawing game that is also available for download on i-tunes.

In addition to the online shopping service, the collection is also available in 14 Stella McCartney freestanding stores including London, New York, Los Angeles, Las Vegas, Paris, Milan, Tokyo and Hong Kong and, new this season, a distribution of over 70 wholesale accounts worldwide including: Selfridges, Harrods, Galeries Lafayette, Le Bon Marche, Tsum, Takashimaya and Isetan.

Stella McCartney


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