New Stella McCartney Kids Spring-Summer 2011 Collection Available Today

By Stella Mccartney Kids, PRNE
Tuesday, March 1, 2011

LONDON, March 2, 2011 - Stella McCartney Kids expands into its first full range collection for
Spring-Summer 2011 with an extension into wholesale distribution and enhanced
on line shopping experience. The fun and modern styles for boys, girls and
babies, aged newborn to 12 years, will be available exclusively on the
dedicated website, on March 2nd and in
stores worldwide a week later.

The new Stella McCartney Kids collection is effortless, playful and
vibrant capturing the energy and freedom of summer. Bold florals are featured
in the Polly raincoat which comes with a detachable hood that can be packed
into a small bag, as well as in tops and knits. Graphic bird patterns on
dresses, tops and shorts are in blue, red and green. Vintage inspired
embroidery on cotton provides a charmingly nostalgic reference in the peasant
style Lily dress and Gracie top and the delicate Doris dress and Maya top.
Stripes are playful in basic knits and sweet in ruched detailed dresses and
all-inones. Denim plays a big part, as favourite styles are shrunken from
Stella's recent ready-to-wear collection; including an a-line dress, button
front skirt and culottes. 5-pocket stretch jeans come in post box red, clay,
off white, and pin stripes. Additional highlights include the Jay sleeveless
military jacket in an olive wool cashmere and the sporty James jacket in navy
with tiger embroidery. Reflecting the designer's ethical values, 100% organic
cotton pieces featuring botanical, rainbow, horse, bird, dog and tiger
illustrations are also included. This season the collection also incorporates
iconic Stella accessories including Linda low wedge natural cork sole patent
sandal. Continuing the support for Meat Free Monday, a percentage of sales
for the 5 items featuring the "Lucky in Daisies" print by Stella's mother
Linda McCartney will contribute to the awareness campaign.

Stella McCartney comments: "Building from the basics of the launch
collection, I wanted to use prints that would appeal to kids, such as
animals, rainbows, and nature. The whole idea was to make clothes that kids
will enjoy; and that are not restrictive. To allow girls to be girly and
pretty, but still have fun and mix in some tomboy unisex pieces."

A dedicated Facebook page will be launched to allow members to post and
share content on Stella McCartney Kids including a new game; the "Draw your
imaginary animal" contest that invites participants to submit a drawing. The
winner's drawing will then be produced on a t-shirt and sold online.

With express shipping in up to 200 countries,, also offers interactive features in the
"Playground" section to enjoy while shopping. The Stella McCartney Kids
iPhone application provides browsing of the collection and instant shopping
as well as a fun mechanical drawing game that is also available for download
on i-tunes.

In addition to the online shopping service, the collection is also
available in 14 Stella McCartney freestanding stores including London, New
, Los Angeles, Las Vegas, Paris, Milan, Tokyo and Hong Kong and, new this
season, a distribution of over 70 wholesale accounts worldwide including:
Selfridges, Harrods, Galeries Lafayette, Le Bon Marche, Tsum, Takashimaya and

Click on today.

About Stella McCartney

Stella McCartney launched her eponymous fashion label in 2001 in a joint
venture with Gucci Group. A lifelong vegetarian, Stella McCartney does not
use any leather or fur in her designs. The brand's luxury women's
ready-to-wear, accessories, lingerie, beauty and performance range with
adidas are available through 14 freestanding stores including London, NY, Los
, Tokyo, Hong Kong, Paris and Milan as well around 600 wholesale
accounts in key cities worldwide.

Kelly Huot, +44-207-518-3111, kelly.huot at

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