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Selfridges launch exclusive Marni Kidswear concept store

London shop-in-shop offers most comprehensive range of Marni Kidswear in Europe




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Selfridges is celebrating the opening of a new Marni Kidswear concept on the fouth floor of its London store.

The gorgeous space has been designed exclusively for Selfridges and houses the largest collection of Marni Kidswear in Europe.

Lynne Crook, Buying Manager for Childrenswear, revealed her thoughts about Marni Kidswear and it’s place in Selfridges.

“Since introducing Marni for SS13 it’s quickly become one of our strongest-performing collections, and one which our shoppers are incredibly excited about,” she said.

“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 Marni collection is playful, retro-inspired and showcases the brand’s love for graphic prints, bold brights and '60’s inspired pussy-bow ties.

The line, for girls ages 2 to 12 years, features hooded parkas with check wool linings, polka dot rain capes and striped jersey T-shirts and dresses.

Textures are also key with fabrics including cotton, cashmere, silk crepe, wool and washed taffeta.

Prints are bold, bright and recognisable as classic Marni. Signature patterns include hearts, florals, polka-dots and contrasting stripes.

The colour palette is beautiful, with blue, red and yellow accented with flashes of white, light grey, pink and acid yellow.

Clothes and shoes from the Marni Children SS13 collection are available to buy in store and online from Selfridges.com, prices start from £65.

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