Online high-fashion retailer Net-A-Porter.com has branched out into kidswear for the first time with a children’s Gucci pop-up shop, which will be unveiled on 16 July.
The exclusive line will be available for six weeks only, with the e-commerce collection inspired by a fairtyale entitled The Imagination Booth.
The campaign imagery shows a group of Gucci-clad children playing in a retro photobooth. Each logo-embellished, animal-printed or heavily-embroidered piece will be available for babies, girls and boys up to the age of 12. The pieces in the collection are prices between £100 to £2,122.
“Over the years we have had consistent requests for kidswear from our customers, especially our most engaged ones,” said president Alison Loehnis. “Women and men are not just thinking about style in terms of their own wardrobes, but in a broader sense of family and lifestyle. I have no doubt that social media has had some influence on this.”
The six-week limit on the availability of the clothing is to add an element of exclusivity to the collection, which Alison believes will be extremely successful.