Louis Vuitton Launches Baby Collection – WWD

Paris — The French luxury Maison unveiled its first newborn collection, allowing babies to wear Louis Vuitton.

Louis Vuitton will launch Wednesday in select stores around the world on March 3. The line will include clothing, shoes, accessories and objects featuring a fresh take on the brand’s signature Monogram pattern. The brand’s trademark flowers appear as perforations on leather shoes, as three-dimensional cashmere knits, and as labels attached to many items.

“This collection represents a thoughtful range of everyday items, special occasion styles and the first toy that will become a lifetime keepsake,” the Maison said in a statement. Baby gifts include an engraved silver tumbler, a Louis Vuitton teddy bear and a specially designed wardrobe his trunk.

Garments in sizes up to 12 months are made with materials selected in line with the brand’s commitment to responsible sourcing. Environmental standards include organic cotton and Leather Working Group certified leather, cashmere and Vuitton says the wool comes from partners who guarantee animal welfare.

An item from the Louis Vuitton baby collection.

Courtesy of Louis Vuitton

Baby clothing comes in a palette of opalescent, dune, and tonal grays and includes kigurumi, coordinating ensembles, bodies, pajamas, dresses, double-sided hooded coats, and accessories ranging from knitted slippers to flower beanies, bibs, and socks. increase. .

Vuitton isn’t entirely at home in the world of children. Gaston-Louis Vuitton, the grandson of the Maison’s founder, set up the first toy section in the Champs-Elysées in the 1930s.

Also, a recent brand campaign focuses on the theme of childhood. The late Virgil Abloh’s menswear artistry While his first campaign as director involved a toddler as young as three, a recent short film directed by Terrence Malick explores the life of a young boy and his friends. The band set off on an adventure.

Italian entrepreneur Renzo Rosso, who makes children’s lines for brands such as Diesel, Marni and MM6 Maison Margiela, said children’s clothing brands, especially luxury ones, are in high demand. mini me trend.

“Parents also enjoy showing their kids wearing certain brands that they appreciate their values ​​and aesthetics,” he told WWD in December. .

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