The Row launches childrenswear
Mary Kate and Ashley Olsen’s luxury fashion label The Row is jumping into childrenswear.
Its first-ever collection for kids launched on Tuesday with a focus on colorful Italian cashmere separates. Making its debut in W Magazine’s Volume 5 ‘The Originals’ Issue with an editorial shot by Jeff Henrickson and an adorable cast of kids, the genderless collection includes cashmere pants, crewnecks, belted cardigans, hats, and more.
The collection was designed with both comfort and functionality in mind. Items devoid of zippers, buttons, laces, and anything else that might make the clothes more difficult to get on and off. It's available in sizes two to 10 years and ranging in price from $390 to $790.
“The items have to have a sense of practicality, ease, and comfort…We think of this for our main collections, but it’s even more important for kids. Over the past 10 years, we’ve personalized cashmere onesie and blanket sets for our clients and friends who have had kids. We wanted to explore that in a bigger way,” said Mary-Kate Olsen to the CFDA.
Introducing a philanthropic element, proceeds from the collection will also be donated to charities in Los Angeles, New York, and London – cities where The Row has flagship stores – that support children’s health, education, and well-being.
“The plan is to create a program that gives back in a significant and meaningful way,” Ashley Olsen added.
It’s not the first time the brand has expanded into new categories. The apparel brand founded in 2006, stepped into menswear with its first complete collection launched in October 2018.
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