Missguided launches first kidswear collection MG Kids

By

Jennifer Braun

Published
Oct 29, 2021

Global fashion retailer Missguided debuted on Thursday its first children's collection. 

Dubbed 'MG Kids', the collection offers accessible quality, trend-led kidswear, inspired by celebrity influence, on-trend casuals and the matching mommy-and-mini look. MG Kids is offered in baby (3-24 months), toddler (2-4 years) and kids (4-7 years) with prices ranging from $7-$23 for baby, $7-$46 for toddler and $10-$50 for kids.

Featured items include branded sweat sets, matching-back tees, puffer coats, varsity jackets, cozy winter knitted co-ords, and beanies, characterized by design details like contrast quilting, checkerboard prints, tie dye and acid washes and ribbed and waffle textures in cool washed neutrals, easy pastels and bright colors. 

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Missguided's expansion into kidswear allows the brand to now be a one-stop-shop for the Missguided mom to style herself and their little one(s). The introduction follows the launch of its successful maternity range.

"The launch of MG Kids is an important addition to our growing portfolio of brands that continues to deepen our relationship with our customer. And because we've seen a strong positive customer reaction to our maternity range over the last year, it felt a natural next step to work on MG Kids for that part of her life, too,” said Nitin Passi, Missguided CEO, which was founded in 2009 in the UK.

"MG Kids will be part of our core offering with new fashion lines landing throughout the year. And it goes without saying the brand will have the same ethos as the rest of what we offer – we'll be quick to react to what our customer tells us she wants so we can curate the right ranges, at the right time, at the right price."