Net-A-Porter unveils Gucci kidswear pop-up store
Running for six weeks only, it will include Gucci’s “romantic yet light-hearted styles” for babies and girls and boys up to the age of 12. There will also be unisex options.
The clothing features animal print motifs and Gucci’s iconic logo on smocks, dresses and babygros. There are also items such as pink party dresses, brightly embroidered hoodies and floral playsuits.
Alison Loehnis, president of Net-A-Porter and Mr Porter, said: “The kidswear pop-up on Net-A-Porter is such an exciting moment for us. It’s our first foray into the category, and we’ve found the perfect partner in Gucci. With Mr Porter’s kidswear project also underway, this really marks the beginning of something special.”
Gucci kidswear will launch on Net-A-Porter.com on 16 July and will be supported by a dedicated campaign inspired by Gucci’s vintage aesthetic. The campaign narrates the story of The Imagination Booth as a group of children explore an antiquated photobooth that brings to life their fantastical stories through illustrated animations and Gucci motifs.
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