Stella McCartney to Launch Stella McCartney Kids First Collection Available on November 3rd

By Stella Mccartney, PRNE
Monday, September 13, 2010

LONDON, September 14, 2010 - Stella McCartney introduces a new product line with the launch of her
first Stella McCartney Kids wear collection. Stella McCartney Kids will
launch early November in time for the holiday season with a capsule
collection that adheres to the designer's signature modern aesthetic and
ethical values.

The distribution of the collection will primarily be focused online with
the worldwide launch of - a dedicated
website with express shipping to 200 countries. The new site contains playful
features and unique shopping experiences such as a dedicated "playground
section" inviting children and parents to interact with one another on the

In addition to the online shopping service, the collection will also be
stocked at Stella McCartney stores in London, New York, Los Angeles, Paris,
Milan, Tokyo, Hong Kong, Dubai, Qatar and Kuwait and will be available
worldwide online and in stores.

Stella McCartney comments: "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 children's wear is reserved for the
expensive brands and that did not sit well with me, kids and parents, aunts,
uncles, friends, should all be able to have access to Stella McCartney Kids
clothes. We have tried to make that possible in this first collection, and
hope it is enjoyed! "

Comprised of styles for both boys and girls in ages ranging from 0 to 12
years. The fun, modern and playful designs named after kids' first names
include: the Ingrid floral print dress for girls, the Aldo quilted field
jacket for boys, unisex for both: the Sam wool and cashmere blend pea coat
and the Tammy natural rubber rain boots. The collection is made from the best
possible fabrics chosen for both style and function; this includes organic
cotton onesies, Stella McCartney's signature knickers of the week. Price
point ranges from 19 euros for a baby's t-shirt to 150 euros for a coat.

Stella McCartney Kids will be available 4 seasons a year; Holiday in
November, Spring-Summer in February, High Summer in May and Autumn/Winter in
August. For the second season, the collection will be developed into a full
range and will also expand in wholesale retail distribution in 2011.

Stella McCartney Kids will also be supported by a media campaign both in
print and online; through social media activities in Facebook and Twitter;
and the launch of an iPhone application. The advertising campaign was shot by
Ryan McGinley, who has previously worked on various Stella McCartney projects
and ad campaigns.

Readers are invited to preview today
and register to receive additional information of the launch.

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 13 freestanding stores including London, NY, Los
, Tokyo, Hong Kong, Paris and Milan as well around 600 wholesale
accounts in key cities worldwide.

Stephane Jaspar, Stella McCartney Worldwide Communications Director, stephane.jaspar at; Arabella Rufino, Stella McCartney Worldwide Public Relations Director, arabella.rufino at; Isabel San Agustin, Stella McCartney Kids Communications Manager, isabel.sanagustin at

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