Influencer Vogue Williams has launched a new kidswear line called Gen with M&S and Next becoming the first online platforms to bring the unisex childrenswear concept to market.
The line, which “reimagines childrenswear” has a focus on “versatility, durability, and timeless design”, we’re told.
Williams curated the pieces and said the launch responds to the growing demand for longer-lasting fashion.The result is a “unique, high-quality range that allows customers to shop freely without the constraints of traditional gendered clothing”.
The age 2-8 collection of essentials includes coats, waterproof onesies, dungarees and short-and-T-shirt sets, boldly coloured with pops of neon and fun prints, while “breaking the traditional boundaries of gendered clothing”. Prices range from £10-£34.
Each piece can be personalised with patches and features a unique ‘Wear Me, Love Me, Pass Me On’ label, “encouraging a culture of sharing and customiaation that makes each garment cherished keepsake while promoting the joy of passing on well-loved pieces”.
Williams said: “Finding high-quality, super-cute clothes for kids that actually last is not easy. I really feel like the Gen range hits all those needs. Kids… get to customise their own piece, whether it’s the first or third child along the line.”
It’s produced by Poeticgem Group and marketed via its subsidiary Luminoso Brands. Gavin Foster, managing director of the latter, said: “Vogue’s styling, vision and authentic voice has been key to the success in securing these fantastic retail partners and we look forward to forging a long term partnership with all parties.”
