Ten years ago Myleene Klass launched her BabyK celebrity range for Mothercare and disrupted the retail sphere, now she’s back with her new MyK line.
It’s hard to believe that BabyK is 10-years-old this year. The kidswear brand that presenter, musician, model and mother Myleene Klass launched with Mothercare all those years ago was considered a bit of a game-changer at the time, especially for kidswear within the high street retail arena. As a kidswear editor, I remember walking in store and noting the tight monochrome capsule collection and thinking how brave it was against what was deemed the more “commercial” kidswear options; it was a sign of things to come.
As Myleene explains: “I started BabyK off when monochrome was deemed far too daring for babies to wear and large ruffles and bold patterns were ‘out there’ and ‘brave’ and yet, I wasn’t alone in wanting these things in my little ones’ wardrobes”.
Indeed she wasn’t, the range is now sold in 33 countries across the globe. And this month, on 25th August, to acknowledge the evolution of the brand and marking her 10-year anniversary, Myleene and Mothercare have chosen to rename the brand as MyK and increase the age range from 0- 8 years.
Nowadays its the norm to have directional kids design and celebrities in the fashion seat, this year alone has seen the release of Pharrell Williams’ kids line for Adidas and Jaime King team up with Gardner and the Gang on kidswear line, but 10 years ago this wasn’t the case. So it’s interesting to see Myleene’s line evolve and develop. It’s also a much tougher retail market now, where we’ve witnessed kids brands come and go. So this move is a savvy one for the Myleene brand, as she increases the brand offerings and continues to play with design options.
The newly named range is expanding to include a few nursery and bedding items. While keeping the spirit of BabyK, the new MyK has a really playful, more fashion forward feel to it, including unisex options and positive statement tees featuring slogans such as, ‘Super human,’ ‘Little Explorer’.
The new My K collection launches in Mothercare stores and online at www.mothercare.com on Thursday 25th August, 2016.