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Selfridges adds 23 kidswear brands from September

Selfridges will add 23 new brands, including Oscar de la Renta and Sophia Webster, to its kidswear offer for autumn 14, with fur, velvet, checks and ‘mini-me’ styles to feature prominently.

The new additions, which will come into the store from September, span clothing and footwear and take the total number of kidswear brands to 144.

Kids and babywear brand Jungera, founded by Asha Mines, former creative assistant to Rick Owens, will feature cashmere, leather and silk pieces ranging from £50 for baby grows to £200 for knitted vests, and will be stocked exclusively at Selfridges for autumn 14.

Oscar de la Renta has been added to the brand list, with the Highlands-inspired collection to include dresses and tops in tartan prints, cashmere cardigans and kilt-style skirts. Prices range from £110 for cardigans to £270 for party dresses.

London-based girls’ brand Child-ish is also new for autumn and will bring a range of velvet jumpsuits, shorts and printed separates. Prices start at £38 for trousers and go up to £100 for coats.

British footwear designer Sophia Webster will add a ‘mini-me’ element to the line-up, with velcro high-tops and skater-style sneakers priced from £70.

Jessica King, kidswear buyer at Selfridges, said the shoe label would bring something “fresh and contemporary” to the department store’s offer for the season.

She added: “Our kids shoe edit is becoming more fashion-focused and Sophia Webster Mini is a perfect example of the direction we’re taking.”

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