Designer Dish. Stella McCartney Designs Kids Line for Gap Inc.

June 10, 2009 • Fashion

Stella McCartney

A newly minted deal between British designer Stella McCartney and mass retailer Gap has left both parties pleased. McCartney has signed on to create one-off collections for both GapKids and babyGap that are scheduled to debut in stores and online later this year. As a mother of three herself, the high end designer seems to be very excited about the first time venture.

“For years I’ve wanted to create a collection for kids,” she said, “It’s something I’ve often been asked about. I believe that
this one-off collaboration will be a great way for customers to be able
to participate in the Stella McCartney brand. I believe that kids’
clothing should be more accessibly priced, which is particularly
important at the moment, given the current climate.” The executives for Gap share MaCartney's enthusiasm for the upcoming collection. "I’m looking forward to offering our GapKids and babyGap customers her unique interpretation of Gap’s casual American aesthetic," Gap brand President Marka Hansen recently reported to WWD.

McCartney has done more than many other high end designers to respond to what she calls the "current climate" by allowing her luxe label to become more available to the average shopper. She has already participated in designing sportswear collections with Adidas, and created pieces for another one off collection with H&M. She has also increased wholesaling of her brand to 600 accounts worldwide and opened more stores totaling 14 locations in London, New York, Los Angeles, Shanghai, Tokyo, Beijing, Hong Kong and Paris. The label—which covers eyewear, accessories, and a skincare line in addition to apparel—is a "Stella"-r example of marketing to a wider consumer base without compromising the integrity of the brand, a technique so many other couture labels have been afraid or unwilling to try.

Article Source: WWD
Photo Source:
-Alia Rajput

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