In April 2013: Selfridges celebrated the opening of a new Marni Kidswear concept on the fourth floor of its London store. The interior concept, designed exclusively for Selfridges for the brand and unlike any other stockist of the collection, houses the most comprehensive offer of Marni Kidswear in Europe.
Lynne Crook, Buying Manager for Childrenswear, comments: “Since introducing Marni for SS13 it’s quickly become one of our strongest-performing collections, and one which our shoppers are incredibly excited about. A significant number of our shoppers are mums who also shop at Selfridges for themselves, so those directional fashion brands which resonate with them– Marni being a perfect example – are going from strength to strength for us.”
The playful, retro-inspired Marni collection express the brand’s love for graphic prints, bold brights and 60’s inspired pussy-bow ties. For girls aged 2 – 12, hooded parkas with check wool linings, polka dot rain capes and striped jersey T-shirts and dresses all feature in the line. Fabrics come in cotton, cashmere, silk crepe, wool and washed taffeta.
The prints contain signature patterns of the Marni style such as hearts, florals, polka-dots and contrasting stripes. The colour palette is essential with unexpected peaks such as notes of blue, red and yellow and then dashes of white, light grey, pink and acid yellow. Clothes and shoes from Marni Children SS13 collection are available to buy in store and online from Selfridges.com.