Stella McCartney Kids focuses on fun, modern and playful styles for boys and girls ranging from newborn to 14 years. The kids’ collections reflect Stella McCartney’s signature modern aesthetic and ethical values, focusing on, as Stella puts it, “basic pieces that are comfortable and that address a child’s needs, without sacrificing the fun and carefree elements.”
A mother of four herself, Stella McCartney decided to create her own kids collection, noting that “As a brand with many working parents in the team, I wanted to create a desirable, fun, wearable kids’ collection that was affordable. I feel like all the timeless childrenswear is reserved for the expensive brands and that did not sit well with me. Kids, parents, aunts, uncles, friends, should all be able to have access to Stella McCartney Kids clothes.”
The collection is made from the best possible fabrics, all carefully sourced for both style and function, built to last and to have fun in. These include super soft 100% organic cotton onesies and Stella McCartney’s signature knickers of the week.
Stella McCartney Kids creates wearable styles loved by parents and children alike. As Stella McCartney notes, “the whole idea was to make clothes that kids will enjoy; and that are not restrictive
Q&A WITH STELLA
Why was it important for you to create a kids line?
I’ve wanted to do kids since I’ve had children and probably even a little before. I felt there was a gap in the market and thought that with kids wear it needs to be accessible and realistic on the price points, but still have a timelessness and quality.
How do you best describe a Stella McCartney Kid?
I think the Stella McCartney kids have their own sense of themselves. I think it’s important that they’re free and full of energy and life.
Where do you get your inspiration?
I am inspired by various different things. I look at my upbringing and memories as a child and incorporate that to some of the pieces. I also look at the work we are doing for the ready-to-wear collection and try to translate some elements into the kids range that would make sense. And of course most of all, I am inspired by kids themselves and try to sometimes get them involved in the process.
What do you believe is important when designing for kids?
For me, it’s important to have timeless, good quality pieces that will last forever and can be passed down to future generations.
Tell us about the pieces for Meat Free Monday?
We’ve designed pieces in the collection to help raise awareness of Meat Free Monday, an initiative I launched with my father and sister in 2009. Meat Free Monday is something anyone can do; it’s a small effort with a huge impact.
For more information about the Meat Free Monday initiative please visit www.meatfreemondays.com
What are key pieces kids should have in their wardrobe?
Pieces that you can layer well and that don’t bulk up, so that they can move freely, run, jump, roll around and essentially be kids. You also need pieces that allow them to have their own personality; pieces that they themselves are drawn to while still maintaining quality and avoiding being too overly designed and overworked.
What are the key features of the new Spring Summer collection for you?
This collection is really playful and whimsical, right down to the small details. There’s a focus on energetic prints, full of colour and life. I love the dinosaur prints, humorous comic strip pieces and trompe l’oeil mermaids and superheroes. Prints should be mismatched and layered playing with scale and being a little bit rebellious. There’s also chunky knits in fluoro colours adapted from the ready to wear collection and ‘dressing up box’ pieces which are slightly more dressy but still playful.