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Stella McCartney to launch first kidswear range

Stella McCartney is launching her first designer kidswear range in November ahead of the Christmas season.

Stella McCartney Kids includes styles for boys and girls from newborn to 12 years old and adheres to the British fashion designer’s ethical values using fabrics such as organic cotton. Retail prices will range for €19 (£16) for a baby’s shirt to €150 (£125) for a coat.

Products are named after her children’s first names, including the Ingrid floral dress and the Aldo.

The collection will have four hits a year and will begin wholesaling from spring 11.

It will be primarily be available online through a standalone website at www.stellamccartneykids.com, which will deliver to 200 countries; however it will also be stocked in some Stella McCartney stores including in London, New York, Los Angeles, Paris, Tokyo and Dubai.

McCartney said wanted the range to be a “desirable, fun, wearable kids collection that [is] affordable”.

She added: “I feel like all the timeless children’s wear is reserved for the expensive brands and that did not sit well with me.”

The collection will be supported by an advertising campaign, both in print and online, and through social media and an iPhone app. It has been shot by American photographer Ryan McGinley, who has worked on a number of previous campaigns for the brand.

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