Designer kids channel French chic for 2007
Marithe & Francois Girbaud (MFG), the label which also produces seasonal collections for men and women, is gearing up for the official launch of its childrenswear line in Australia next year.
Distributed by French-based company, Children Worldwide Fashion - which holds licences for Burberry, DKNY Timberland and Escada - the largely denim-based collection will appear in stores from July 2007.
In spite of the influx of luxury childrenswear brands in Australia, the director of Australian operations, Eva Massai, said the brand had a unique position in the local market.
"MFG are avant-garde creators and have always been the innovators of new materials and treatments. I did have a good response from the first showing as the style itself is very powerful and extremely different to other brands."
Catering for boys and girls aged from four to 16 years, the spring/summer 2007 range is split into five lines - diva denim, chilli stripe, flower and check, rock'n chic and mother nature. While denim is the centrepiece of the entire collection, each separate line includes matching skirts, tops, blouses and dresses in cotton, linens, khaki and silk.
Each denim piece is specially treated with handbrushing, crinkling, grinding, light destruction, stonewashing and light vanilla tinting. Other items include specially embroidered prints in fine wire thread, feature scattered zips, gingham checks, stripes, spots and crumpled and twisted fibres.
Wholesaling from $35 to $95, MFG is manufactured in both Europe and Asia and features a varied colour palette from grass, soya and light green to raw ochre tones and ink blues.
While the brand will not officially launch here until next year, nationwide stockists have already lined up for the first summer range including Worn to Be Wild, Minnie Mac, Bebe boutique, Bubblegum, Mon Bebe, Ritzy Kids and Little Swans.
The brand's first winter showing will take place at the end of January 2007.