PARIS — Even children can now wear Louis Vuitton, with the launch of the French luxury house’s first baby collection.
Vuitton said Wednesday that the line, which launches March 3 in select stores around the world, will include clothing, shoes, accessories and items featuring a new take on its signature monogram motif. The brand’s signature flowers will appear as perforations on leather shoes, as a 3D cashmere knit and as a label attached to many of the pieces.
“The collection represents a thoughtful range of everyday pieces and special-occasion styles, of early toys that can become lifelong memories,” the house said in a statement. Among the baby gifts on offer are an engraved silver tumbler, a Louis Vuitton teddy bear and a specially designed wardrobe trunk.
The clothing, sized up to 12 months, is made with selected materials in line with the brand’s commitment to responsible sourcing. Environmental standards include organic cotton and Leather Working Group-certified leather, while cashmere and sheep’s wool come from partners who ensure animal welfare, Vuitton said.
The children’s outfits come in a palette of milky whites, sand dunes and tonal grays and include rompers, co-ord sets, bodysuits, pyjamas, a dress and a reversible hooded coat, with accessories ranging from knitted slippers to beanies with flowers, bibs and socks .
Vuitton is no stranger to the world of children. Gaston-Louis Vuitton, grandson of the founder of the maison, launched his first toy department inside the shop on Avenue des Champs-Élysées in the 1930s.
And the brand’s recent campaigns have focused on the theme of childhood. The late Virgil Abloh’s first campaign as menswear art director featured a three-year-old boy, while a recent short film directed by Terrence Malick shows a young boy and his band of friends embarked on an adventure.
Italian entrepreneur Renzo Rosso, who makes children’s lines for brands including Diesel, Marni and MM6 Maison Margiela, said there was an increase in demand for children’s clothing brands, particularly in the luxury range, citing more floors dedicated to children’s clothing in department stores and the growing mini-me trend.
“Plus, parents enjoy showing their kids wearing specific brands that they themselves value for their values and aesthetics,” she told WWD in December.