Sézane ventures into kidswear with the launch of Petit Sézane

Sézane has translated its quintessential French style into kidswear with the launch of Petit Sézane, which goes live on its website this Sunday (1 September).

Petit Sézane, brings the signature looks from its womenswear line, and its menswear brand, Octobre Editions, to kids up to the age of 12. It is likely to be wildly popular with its target market (typically 30-plus women and men) who can create mini-me looks for their children.

Fans of the brand will recognise the quilted jackets, checked shirts, frilled blouses, brightly coloured knitwear and worker style denim from the main line, along with footwear such as its signature loafers. Prices range from £14 to £148.

Founder Morgane Sézalory said the project had been in the making for a number of years and she took inspiration from dressing her own children to create the line.

"I wanted to wait several years before embarking on the journey of Petit Sézane, wanting to see my children grow up, learning how to dress them for each new stage of life and discovery, allowing them to move and live freely.

"Taking the time to sit back and observe was essential in creating this line of classics and treasurable pieces - designed to bring joy to my girls, their friends, and grown-ups alike,” Sézalory said.

Sézane was founded 11 years ago as a digital first brand and was built on social media. It slowly ventured into physical retail with French "Appartement"-style stores, of which there are now two in London (in Marylebone High Street and Westbourne Grove).

Its business model centres on regular product drops (heavily trailed on social media) that usually take place on a Sunday with restocks and returns added to the site on a Wednesday. It prides itself on offering quality products (often manufactured in Europe) at accessible prices and never offer discounts outside of twice yearly archive sales.

The brand has the backing of the L'Oréal founding family's fund Téthys Invest as well as investor General Atlantic, which first invested in 2018 marking the start of a period of rapid expansion.