Mothercare collaborating with Julien Macdonald
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London Fashion Week designer Julien Macdonald is collaborating with British maternity and childrenswear retailer Mothercare to launch a childrenswear collection.
Mothercare in association with Select Licensing are launching Smile by Julien Macdonald, a newborn collection aimed at babies up to children aged two-years-old. Launching on April 20, the debut collection will comprise of 31 pieces of ready-to-wear jersey casuals and limited edition occasion wear for little girls and boys.
“I have such a passion for the design of children’s clothes so to collaborate with Mothercare is very exciting,” said Julien Macdonald. “My fabulous designs combine both luxurious fabrics with delicate detailing as well as some gorgeous characters to make children smile.”
The line is divided into daywear and party wear, with daywear featuring animal and quirky character prints and playful slogans, while the party wear features "some of Julien’s inimitable attention to detail," Mothercare said in a press statement.
Julien Macdonald to add childrenswear with Mothercare
Mothercare’s executive group product director Karl Doyle added: “With Mothercare’s ongoing commitment to bringing new products to our customers, we are delighted to announce a new creative partnership with Julien MacDonald.
“Julien is a fashion genius and understands the market he is aiming at with this debut collection. The new range offers exceptional quality and affordable style and reflects what our customers tell us they want from Mothercare.”
The parenting retailer adds that the collection represents a unique opportunity for the British designer to share his “playful creative vision for young children”.
During London Fashion Week, Macdonald showcased two bespoke childrenswear pieces, which are not part of the Smile collection, to finish his spring/summer 2016 catwalk show.
The collaboration will launch in 70 of Mothercare’s stores in the UK as well as in the Middle East on April 20, with prices ranging from 10 to 50 pounds. It will sit alongside Mothercare’s other collections by designer Jools Oliver and Myleene Klass.
Image: Smile by Julien Macdonald