Select Licensing worked with fashion designer and retailer on debut collection.
The debut collection by fashion designer Julien Macdonald has this week launched at Mothercare.
Smile by Julien Macdonald was unveiled at a special launch event at Westfield, White City on April 20, where influential bloggers, key press and the general public were invited to meet Julien and explore the latest babywear range.
The collection will be available in 70 Mothercare stores across the UK, Ireland and internationally. It includes 31 pieces of ready-to-wear jersey casuals and limited edition occasion wear for girls and boys – from newborn up to two years old.
The collection is named Smile because “that’s the first thing people do when they look at children” explained Julien.
Damian Hopkins, ceo of Select Licensing, said: “It’s been a fantastic creative journey working with Julien and the Mothercare team to bring to life Julien’s vision for his first newborn and baby collection.
“As you would expect, Julien has an amazing eye for detail, he has been closely involved with all aspects of the collection from the product design, to the packaging and the in-store presentation.
“There will be more product categories added for autumn/winter 16 and an extensive international roll out of the Smile collection across the Mothercare store portfolio.”
Julien added: “I’m thrilled to be launching my Smile fashion collection for babies today. After months of hard work, it’s so inspiring to hear the reaction of Mothercare’s customers and to see some of today’s little guests actually wearing outfits. I can’t wait to get started on the next collection.”
