Italian children’s footwear brand Lelli Kelly has named Manchester-based The Parently Group as its UK clothing licensee. And the British family-owned fashion and schoolwear specialist has launched the new collection for UK buyers looking for SS26 and back-to-school 26 ranges.
Lelli Kelly is know for its footwear
The girls’ brand is known for its shoes and by partnering with the UK business on apparel is opening itself up to what’s a major new category for it.
The parters said the new Lelli Kelly Apparel Collection brings “the brand’s iconic sparkle and unique aesthetic from footwear to clothing”. Parently is offering “a vibrant range of girls’ apparel” targeting both SS26 and BTS26.
A lot of potential consumers will already recognise the brand that’s known internationally for its embellished shoes and “fun-loving identity” and with that profile having been extended into the full fashion range it clearly has a lot of potential, helped by Parently’s strength in the category.
The inaugural collection features statement prints, “and whimsical designs, perfectly suited for girls who love to express themselves,” we’re told.
As mentioned, schoolwear is also included in the mix, “with creative design inspiration that draws on the popularity of the Lelli Kelly school shoes”.
Lelli Kelly’s president and founder Attilio Attilieni said that every aspect of the brand “from product to communication, is created from girls’ point of view and dedicated to them. Our shoes give life to joy, creativity and inspiration and we are happy to bring that same spirit to apparel through this new partnership”.
And Parently CEO Kathryn Shuttleworth added that the apparel expansion “feels like a natural evolution” of the label.
