Luxury label Dsquared2 Kids recently celebrated its 10th birthday in style with a spectacular party in Milan. The event took place at the Vigorelli Velodrome and saw 400 guests, including 100 energetic children, come together to commemorate this milestone. Alongside the celebrations, Dsquared2 Kids also launched a special capsule collection for Spring/Summer 2024 that features an array of vibrant colors.
The collection includes a wide range of clothing items suitable for both boys and girls. From sweaters and leggings to shorts, jeans, polos, poplin shirts, dresses, and suits, there’s something for everyone. The pieces are available in white, as well as a speckled mix of fuchsia, orange, yellow, green, and turquoise, all adorned with bright yellow neoprene labels. To add an element of excitement to the event, children attending the party in white outfits were invited to experiment with dyes, allowing them to add bursts of color to their ensembles. The result was not only enjoyable for the kids but also highly Instagrammable, making it perfect for sharing on social media.
Dsquared2 Kids’ junior line was first introduced in 2013 at the Pitti Bimbo show in Florence. Since then, it has become an integral part of the brand, accounting for 11% of its sales, which reached a remarkable €275 million in 2021. Over the years, the junior line has expanded to include a range of accessories such as backpacks, bum bags, hats, belts, and sneakers. The line is produced under license by Brave Kid, which is owned by Renzo Rosso’s OTB group. OTB’s manufacturing arm, Staff International, has been the licensee for Dsquared2 since 2002.
The decision to launch the children’s line was driven by the growing demand from Dsquared2’s clientele, who wished to dress their entire family in coordinating outfits. The collection caters to babies aged three months to three years old, as well as boys and girls aged four to 16. The designs embody Dsquared2’s signature style, merging fun and playfulness with a touch of irony, drawing inspiration from American childrenswear.
“The children’s collections are playful interpretations of the most iconic items from our adult range, incorporating Dsquared2’s signature ironic touch, colors, and aesthetics,” said Dean and Dan Caten, the creative minds behind Dsquared2. The junior collections predominantly feature casual clothing, with items like sweatshirts priced at €190, blouses at €140, waterproof jackets at €300, and trousers averaging around €300. Distressed ripped jeans can reach prices as high as €550.
Among the categories in the junior line, denim and outerwear have emerged as the best-sellers, with boys’ outfits proving to be more popular than girls’. “Our collections have become increasingly gender-fluid. We’re trying not to differentiate too much between boys and girls,” explained Dean and Dan Caten. They also noted that sales in the childrenswear segment are strong and in line with current trends.
In conclusion, Dsquared2 Kids’ 10th birthday celebration was a momentous occasion that paid tribute to the brand’s success in the realm of children’s fashion. The label’s commitment to creating playful and stylish designs has resonated with customers, contributing to its remarkable sales growth over the past decade. As Dsquared2 Kids continues to expand its offerings, it is poised to remain a prominent player in the luxury childrenswear market.
Useful links:
1. Dsquared2 Official Website
2. Vogue Fashion Shows
