Known for dressing the Cheryl Cole, Heidi Klum, and Kim Kardashian’s of the world, Julien Macdonald has collaborated with the Mothercare company to create the Smile Collection.
Despite the raging success from both parties you have to wonder exactly what value is Macdonald bringing to Mothercare. “The fabric is a much higher quality than Mothercare would ever use, because when you go to a luxury store to buy baby clothes, that is the difference – literally a feel-good factor, and that is what you’re paying for the fabrics. I wanted my collection to be super-soft and comfortable, much better quality than you would ever find on the high street, but still very practical for baby’s needs. In terms of design, we were a bit more cautious, but the buyers loved this one and wanted everything, so that gives us the confidence to really build on that. We’ve started with babies, so I think adding pieces for older age groups will be the next step. It’s a great extension to my brand.”
Currently the Smile Collection sizes only range from newborn to age 2, however Macdonald has already confirmed that childrenswear autumn/winter 2016 is presently in the works. The Smile Collection is the last pull-in from Macdonald clothing an entire family with the introduction of his recently added menswear spring/summer 2016.
In a nutshell we shouldn’t expect anything less than bright colors, animal indications, and feel-good frabrics from this collection. The assortment will be in stores nationwide and online at mothercare.com on April 20th.