We’d Like To Shop Ssense’s New Children’s Department, Too
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At last, we are reemerging; major metropolises like New York and Chicago have recently declared summertime dates for reopenings at full capacity. With our long-awaited debut back into the world, we’ll be celebrating by getting dressed up again—for good. The same goes for kids; they too deserve great clothes for getting back (or, for some, embarking on their first foray) into the world.
In an aptly timed launch, luxury brand Ssense unveils the new kid’s department today. The assortment stays true to Ssense’s form and it’s as cool as you’d expect. You’ll find the same kind of edit in the kid’s section as you would across the retailer’s womenswear, menswear, and newly launched “Everything Else” departments. “In launching Ssense Kids, we are bringing the distinct Ssense point of view to kidswear with our curated yet expansive assortment, exclusive capsules from emerging and established designers, and, importantly, celebrating the next generation of young creatives who are undoubtedly changing the way we see the world,” says Krishna Nikhil, chief merchandising and marketing officer for Ssense in a press release.
The new Ssense Kids department features a gender-neutral assortment of apparel, accessories, and footwear for newborns up through 14 years old. At the onset, there are stylish pieces in optimism-inducing prints and bright, punchy colors from 18 brands and collaborators and eventually, Ssense expects to offer mini-fashion from 80 labels. Available now are the exclusively designed kids capsules by Collina Strada, KNWLS, and Museum of Peace Quiet, to name a few. “When I was little I would always see those mommy-and-me catalogs in the mail. I wanted nothing more than to dress like an adult and match with my mom… I m so excited to release a kids collection to fulfill my six-year-old self. I hope that some kids get to match with their favorite adults or parents and feel that sense of equality and empowerment,” Hillary Taymour, designer of Collina Strada, tells Vogue.
In the world of childrenswear, the luxury retailer has much planned. Come May 18, Ssense will unveil a video featuring young creative collaborators: teen drag queen Desmond is Amazing, 9-year-old Producer DJ Evan Kozin, 11-year-old skater Fay DeFazio Ebert, and 12-year-old artisan Jonah Hands.
All in all, it’s a department that’s almost too cool to call cute. Ssense is selling kid’s clothes, but even more importantly, the retailer is celebrating the next generation of storytelling, too.
