Kidswear Collective, a luxury platform for pre-loved baby and kids fashion based in the UK, is expanding its partnership with Selfridges. Following a successful three-month pop-up store trial at Selfridges’ flagship store in London, Kidswear Collective has now launched at Selfridges’ stores in Birmingham and Trafford. The platform specializes in designer and luxury children’s fashion, offering a wide range of clothing, footwear, and accessories for babies and kids aged 0 to 14 years old.
What sets Kidswear Collective apart is its unique sourcing approach. In addition to working with parents to source pre-loved items, the platform also collaborates with influencers such as The Fashion Bug Blog, Juliet Angus, and Hannah Stratford-Taylor, who have their own collections available online. It also partners with stylists, agents, and brands directly to sell samples. By diversifying its sources, Kidswear Collective aims to change the perception of pre-loved children’s fashion and provide customers with a broader range of options.
The partnership with Selfridges has played a crucial role in promoting the message of sustainability and driving changes in consumer behavior. Shoshana Kazab, the founder of Kidswear Collective, expressed her excitement about the collaboration, stating, “Our partnership with Selfridges has been instrumental in changing the way customers think about their kids’ wardrobes, and it has been wonderful to see them embrace shopping for ‘mixed’ wardrobes in-store.” This collaboration aligns with Selfridges’ own sustainability initiative, Project Earth, which encourages customers to rethink their shopping habits.
Helen Attwood, the kidswear buying manager at Selfridges, shared positive feedback on the response from customers to pre-loved kidswear. She noted, “It has been very encouraging to see the positive response our customers have had to pre-loved kidswear, which is why we are excited to extend the concept across our other stores.” This reinforces the growing demand for sustainable fashion options for children and the willingness of customers to embrace second-hand clothing.
In addition to expanding to multiple Selfridges locations, Kidswear Collective has also launched an edit on Selfridges.com. This curated selection features standout pieces from popular designer brands, further demonstrating the quality and appeal of pre-loved children’s fashion.
Overall, the partnership between Kidswear Collective and Selfridges highlights the increasing significance of sustainability and conscious consumerism in the fashion industry, even in children’s fashion. Through their collaboration, they not only provide customers with more choices but also challenge the perception of pre-loved clothing, redefining the way people shop for children’s fashion.
Useful links:
1. Kidswear Collective
2. Selfridges Project Earth
