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Browns launches “Honey, I Shrunk the Fashion” kidswear

Tom Bottomley
22 July 2021

Luxury fashion retailer Browns has today launched its new kidswear offer under the banner of “Honey, I Shrunk the Fashion” as a nod to its “mini-me” designer offer from brands including Alexander McQueen, Burberry, Fendi, Gucci, Moncler, Stone Island and Versace.

Presenting a carefully curated edit across apparel and accessories, ranging from new-borns through to 16 year-olds, there’s some exclusive capsule collections from brands entirely new to the kidswear category – for “fashionistas who will no doubt shape our industry of tomorrow.”

Over the coming months customers can expect inaugural kidswear capsules and exclusives from the likes of Hunza Baby G, Off-White, Palm Angels and Zimmerman.


Browns Buying Director, Ida Petersson, said: “The expansion into kidswear is a natural evolution for Browns and we felt we could really have some fun here. We want to create a destination for kids and their parents that evolves beyond clothing and a place where luxury meets the unexpected with some surprise collaborations in the future.”

Browns Womenswear Buying Manager, Holly Tenser, added: “We are really excited to offer a unique vision and curation of kidswear, presented with a true Browns edge.

“We have some really incredible brands launching that are also new to the kids world, and will really resonate with the Browns community who have such a love for fashion. Kids’ fashion truly sparks so much joy and excitement and our favourite items are now produced in super cute mini-me sizing.”

Listen to our podcast with Browns Menswear and Womenswear Buying DirectorIda Petersson here.

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