Le Louvre taps the mini-me market

Le Louvre taps the mini-me market

Petite pieces

Site: Anna McClelland

Designer childrenswear is in high demand

Need proof? You only need to look at brands such as Burberry, Stella McCartney, Lanvin, Dolce & Gabbana and Karl Lagerfeld, who are all tapping into the mini-me market. Not to mention tiny style icons of the likes of North West and Harper Beckham. Now, Melbourne's most famous designer concept store, Le Louvre, is embracing the mini-me market, launching childrenswear for the first time since they opened in the 1920s. Le Louvre has collaborated on a pop-up store with new luxury children's knitwear line Atelier/Child, open now until July 31.

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Le Louvre taps the mini-me market (фото 1)

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"We're always on the lookout for new offerings at Le Louvre. From cookbooks and beaded animals made in Africa to locally made olive oil and even organic compost!" says  Le Louvre buyer Amelia Coote. "Whatever it is we stock, is has to be different and interesting. Atelier/Child is beautifully made, beautifully designed and has a point of difference to other childrenswear brands. It's the perfect fit for the Le Louvre client." The debut range is fabricated from a luxury cashmere blend and features statement sweaters, scarves and beanies for boys and girls aged one to seven, as well as divine baby blankets. 

Le Louvre taps the mini-me market (фото 2)

The new brand is the brainchild of former Vogue editor and founder of The Grace Tales Georgie Abay and communications consultant Jessica Baird Walsh. "Having worked as a fashion editor for over a decade, I know exactly where to get a great statement knit for myself, but after having children, I noticed a gap in the children's knitwear market for a fun, fashion forward label that appeals to the mother who loves print and colour, but is also looking for pieces that are timeless," says Abay. "Inspired by fashion's most classic prints, we've created a collection of mini classics for the modern child." Visit to see the full collection.

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