Established kidswear brand Gardner and the Gang gets a summer refresh from a new collaboration with actor/model Jaime King. WGSN reports
Collaborations are a must for designers these days from H&M’s announcement of their next collab with Kenzo, to Pharrel x Adidas and now continuing the trend, model/actress Jaime King has teamed up with cool, established kidswear brand Gardner and the Gang.
This new summer collaboration entitled “The Lions Heart,” is super exciting for the kidswear arena fusing together graphics with quirky print clashing and colour combinations.
There is already a strong movement geared towards mix and match unisex styling within some favourite designer brands such as Animal Observatory and Bobo Choses to mid-market brands such as Zara and H&M kids doing it.
This latest collab continues to embrace this idea.
Jaime King already has some strong indie collaborations under her belt including Mini Mocks, Sapling Organic, Mini X and Hippie in Disguise so working with a well established brand such as Gardner and the Gang is a no-brainer.
The look book, shot by photographer Karolina Henke walks on the edge of gender neutrality with shots including boys in flamingo sunglasses, boys wearing sweatshirt dresses and also wearing painted makeup for a playful yet bold take on kidswear.
We are seeing more and more pushes within kidswear editorials including playful genderless styling including a recent favourite- La Petite Magazine in digital issue 18, also shot by Karolina Henke, where boys are wearing metallic skirts, jelly sandals and ruffle layered blouses for an edgy and bold look at gender appropriation.
This collection’s design details are worth taking time over too, look closely and you will find things that normally don’t get along are getting along swimmingly with a dose of smart humour: keep an eye out for the lion character laying down with a lamb, a dog and cat cuddling and a fox and a hare sharing a smoothie. Colour wise, a palette full of ice cream pinks, mint cream and lime sorbet are grounded by marl grey, black and white. Be sure to check it out and let me know where to snag those all-purple kicks in a size 8.5!
Everything from the styling to design here offers something to take inspiration from, especially for the summer.
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