Mothercare announces design collaboration with Julien MacDonald


Global parenting retailer Mothercare, in association with Select Licensing announced today an exclusive design collaboration with internationally renowned British fashion designer, Julien MacDonald OBE.

Smile by Julien MacDonald, is a new born clothing collection aimed at babies and very young children age 0 – 2 years, launching in 70 storesin the UK as well as Mothercare’s Middle Eastern stores. The daywear jersey collection features animal and quirky character prints and playful slogans with the party wear collection featuring some of Julien’s inimitable attention to detail. The collection is a unique mix of high qualityand affordable pieces with a soft, premium look and feel that reflects Julien’s creative vision.

Karl Doyle, Mothercare’s executive group product director, said: “With Mothercare’s ongoing commitment to bringing new products to our customers, we are delighted to announce a new creative partnership with Julien MacDonald. Julien is a fashion genius and understands the market he is aiming at with this debut collection. The new range offers exceptional quality and affordable style and reflects what our customers tell us they want from Mothercare.”

MacDonald said: “I have such a passion for the design of children’s clothes so to collaborate with Mothercare is very exciting. My fabulous designs combine both luxurious fabrics with delicate detailing as well as some gorgeous characters to make children smile. Thecollection features classic new-born pieces, sprinkled with unique touches and playful attention to detail. The entire Smile collection hasbeen lovingly put together for Mothercare’s customers.”