Vogue Williams brings new kidswear brand to Marks & Spencer and NEXT

Vogue Williams, the presenter, podcaster and DJ, has hit the jackpot, launching a new kidswear brand 'GEN' at retail giants Marks & Spencer and NEXT.

GEN is a childrenswear brand that sets out to "reimagine childrenswear" with a focus on versatility, durability and timeless design. Its aims? To create fashion built for longevity while breaking the traditional boundaries of gendered clothing. Think high-quality, easy-to-wear essentials for children aged 2-8.

Standout pieces include cosy coats and waterproof onesies, to comfortable dungarees. Each carefully crafted piece is adorned with bold colours and pops of playful neons.

Vogue Williams, who is also the founder of tanning company Bare By Vogue, said: "Finding high-quality, super cute clothes for kids that actually last is not easy. I really feel like the GEN range hits all those needs and I’ve loved the whole process of putting this collection together.

GEN's ethos surrounds the concept of shared clothing, offering an opportunity for both parents and children to enjoy. Each piece can be personalised with fun patches and features the unique "Wear Me, Love Me, Pass Me On" label, encouraging a culture of sharing and customisation. Prices range from £10 to £34.

Williams added: "Kids wearing GEN clothes get to customise their own piece, whether it’s the first or third child along the line, which makes getting dressed fun! I’m so happy with how it all turned out. My obsession with kids' clothes and clothes in general has worked out well!"