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.
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