Net-a-Porter has collaborated with Gucci to create a childrenswear collection for the first time.
The e-commerce site has launched a six-week pop-up that offers designs for babies and children up to the age of 12, and will include unisex options. Designs feature the iconic logo and signature animal-print motifs, as well as mini versions of classic Gucci pieces such as loafers, trainers and bags.
While Net-a-Porter has dabbled in childrenswear before, the Gucci kids pop-up is the first dedicated venture of its kind.
Alison Loehnis, president of Net-a-Porter and Mr Porter said: “The kidswear pop-up on Net-a-Porter is such an exciting moment for us. It’s our first foray into the category, and we’ve found the perfect partner in Gucci."
"With Mr Porter’s kidswear project also underway, this really marks the beginning of something special.”
The collection is modelled by a group of children in a quirky photo-booth for the campaign, inspired by Gucci's famous vintage-inspired aesthetic.
The pop-up is available now until the end of August.