Browns kidswear offer debuts with big names, new entries and exclusives

By

Sandra Halliday

Published
Jul 22, 2021

Kidswear has become the next big thing for 2021 with Harvey Nichols launching into the category earlier this year and plenty of other brand debuts. But Thursday was the turn of Browns to grab the spotlight as its kidswear entry announced back in May finally touched down.

The company said that going forward, “we’ll be catering to the cool kids, with the best in fashion alongside some exclusive capsules from brands entirely new to the category”.

Its current “carefully curated edit across apparel and accessories” goes from newborn through to 16 years old while the months ahead will see “inaugural kidswear capsules and exclusives from the likes of Hunza Baby G, Off-White, Palm Angels and Zimmerman, as well as powerhouse edits from Alexander McQueen, Burberry, Chloe, ERL, Fendi, Givenchy, Gucci, Moncler, Rick Owens, Stella McCartney, Stone Island and Versace”.

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The retailer’s buying director Ida Petersson said the move into kidswear “is a natural evolution for Browns and we felt we could really have some fun here. We want to create a destination for kids and their parents that evolves beyond clothing and a place where luxury meets the unexpected with some surprise collaborations in the future”.

The company is backing the move with PR and marketing and has created a kidswear photoshoot titled Honey, I Shrunk The Fashion. This is said to be “a playful spin on a glamorous fashion editorial, where the kids take control and co-produce something magical”.

It was shot in Alexandra Palace, London, by Ronan Gallagher and styled by Ola Ebiti. 

The kidswear debut also comes with a playful take on the Browns logo that saw the children of Browns employees being commissioned to “tap into their vivid colourful minds and give us a touch of youthful, wide-eyed imagination”.