Browns, the luxury fashion retailer, has recently entered the highly lucrative kidswear market, following the footsteps of other retailers like Harvey Nichols. The company is set to offer a wide range of high-end fashion options for children, catering to what they call “cool kids”. They have a collection that includes sizes from newborn to 16 years old and have plans for exciting expansion in the future.

Browns has curated an exclusive selection of kidswear capsules from established brands such as Off-White, Palm Angels, and Zimmerman, as well as featuring standout pieces from renowned fashion houses including Alexander McQueen, Burberry, Chloe, Fendi, and Givenchy. The retailer’s buying director, Ida Petersson, explained that entering the kidswear market is a natural progression for Browns and they aim to create a destination that goes beyond just clothing for both children and parents. Petersson hinted at future surprise collaborations and hopes to establish a place where luxury meets the unexpected.

To support the launch of their kidswear range, Browns has implemented a strategic PR and marketing campaign. They have also created a whimsical photoshoot called “Honey, I Shrunk The Fashion”, featuring children co-producing a magical experience. Shot in Alexandra Palace, London, by Ronan Gallagher and styled by Ola Ebiti, the photoshoot captures the essence of Browns’ kidswear range.

In addition to their fashion offerings, Browns has introduced a playful twist to their logo. They commissioned the children of Browns employees to create a youthful interpretation of the brand’s logo, adding vibrant colors.

Browns’ entry into the kidswear market reflects the growing demand for luxury fashion options for children. With their carefully selected range and promises of future surprises, Browns aims to become the go-to destination for stylish youngsters and their fashion-forward parents.

Here are two useful links for more information on Browns’ kidswear launch:

1. Browns Fashion – Women’s Collection: This link provides more information on Browns’ women’s collection, showcasing their commitment to luxury fashion.

2. Browns Fashion – Men’s Collection: Explore Browns’ men’s collection to see their dedication to offering high-end fashion choices for every member of the family.