Monsoon plans to bolster its Artisan range of collaborative pieces with overseas craftspeople in a bid to boost its ethical credentials and support women’s charities.
Monsoon told Drapers the autumn 14 Artisan collection of 90 pieces makes up around 10% to 15% of the full Monsoon range, spanning occasionwear, daywear and kidswear. It is likely to be increased for spring 15 so it comprises up to 20% of the collection.
The autumn 14 Artisan range has been created with the help of the Self Employed Women’s Association, an Indian trade union that supports the country’s female workers, and for spring 15 Monsoon will also work with the Turquoise Mountain Foundation based in Afghanistan, which works to revive the country’s traditional crafts.
The move comes as the retailer this week launched its first kidswear collaboration with children’s outerwear brand Baggers Originals.
A waterproof jacket and trousers – sold as a set under the name Baggers at Monsoon and priced at £28 – went online this week and will go into Monsoon’s top 25 global stores, including Marble Arch, Westfield London and Westfield Stratford in the capital and Dundrum in County Down in September. Monsoon has initially ordered 1,000 units.
Monsoon’s sister fascia Accessorize also plans to extend its collaborative range with flip-flop brand Gandys for spring 15, from its current four styles.
Speaking about the Baggers Originals deal, a Monsoon spokeswoman said: “Baggers Originals are fun, practical products that parents and children love. It is exciting as this is the first time Monsoon kidswear has collaborated with another brand.”
Baggers Originals was founded in the 1980s by Angela McCarthy, but stopped trading in the early 1990s. It was relaunched a year ago by McCarthy and her daughter, Jessica. The design enables the jackets and trousers to be folded into pockets, forming an easy-to-carry bag.