British fashion and luxury goods retailer Browns has introduced Browns Kidswear, an edit it has titled ‘Honey, I Shrunk The Fashion’. Alongside its curated seasonal offering for grown-ups, Browns Kidswear covers both the established and the emerging. Plus, some exclusive capsules from brands entirely new to the category.

The carefully curated edit across apparel and accessories ranges from newborn through to 16 years. Over the coming months, there will be inaugural kidswear capsules and exclusives from the likes of Hunza Baby G, Off-White, Palm Angels and Zimmerman. This is alongside powerhouse edits from Alexander McQueen; Burberry; Chloe; ERL; Fendi; Givenchy; Gucci; Moncler; Rick Owens; Stella McCartney; Stone Island and Versace.

Commenting is buying director, Ida Petersson. “The expansion into kidswear is a natural evolution for Browns. We felt we could really have some fun here. We want to create a destination for kids and their parents that evolves beyond clothing and a place where luxury meets the unexpected, with some surprise collaborations in the future.”

Holly Tenser, womenswear buying manager, adds; “We are really excited to offer a unique vision and curation of kidswear presented with a true Browns edge. We have some incredible brands launching that are also new to the kids’ world and will really resonate with the Browns community who have such a love for fashion. Kids’ fashion truly sparks so much joy and excitement and our favourite items are now produced in super cute mini-me sizing.”

 

 

A kidswear shoot titled ‘Honey, I Shrunk The Fashion’ marks the launch.

Shot in Alexandra Palace, London, by photographer Ronan Gallagher and styled by Ola Ebiti, the shoot is a playful spin on a glamorous fashion editorial, where the kids take control and co-produce something magical. Think mini stylists, photographers, and models – an editorial shoot through the eyes of children.

Browns has a long history of supporting new talent and providing a platform for the next generation. It was, therefore, a natural step to give the reins straight back to the kids. The children of Browns’ employees were commissioned to tap into their colourful minds and give Browns a touch of youthful, wide-eyed imagination. The result is a playful update of the iconic Browns logo. Illustrations and doodles create a series of fun, optimistic images that celebrate individuality and embody the Browns community spirit.

Browns Kidswear is available online and also in-store at Browns East, Shoreditch.