Net-a-Porter to host D&G kids' pop-up as MyTheresa also enters kidswear

By

Sandra Halliday

Published
Oct 24, 2018

Kidswear is the next big frontier for luxury e-tailers and hot on the heels of Net-a-Porter’s kidswear debut with Gucci in the summer, the webstore is now linking with Dolce & Gabbana for its second move into the category.

Its kidswear project comes at the same time as rival MyTheresa plans special Holiday-themed kids’ capsules and prepares for a deeper dive in January.

The Net-a-Porter deal with Dolce & Gabbana will see a range of “festive and colourful” designs for babies, girls and boys up to age 12 available on the site for just four weeks “combining the brand’s DNA with new colourful prints and patches.”

This will be all about mini-sized luxury, with girls clothes “fit for fairy-tale princesses” and including “romantic dresses in chiffon, red and gold brocade and lace in vibrant colours.” For boys, “reflecting the brand’s tailoring, the classic tuxedo shirt and elegant trouser is offered with gold brocade and luxurious fabrics making the perfect formal offering for the party season.”

They will launch on October 29 and will get the backing of a dedicated campaign “which captures the festive season.”

As mentioned, the launch comes just a few weeks after MyTheresa released news of its own launch into kidswear that will happen early next year. 

In this case, the e-tailer is diving much deeper into the category with an offer including a wide range of ‘adult’ designer labels that also do kidswear, as well as a number of higher-end kids’ specialists.

CEO Michael Kliger said the move “makes perfect sense because half of our customers have their own children — and therefore a great interest in kidswear.”