Selfridges launches pre-loved luxury childrenswear pop-up space
John Castro It is estimated that a child wears any given piece of clothing an average of only five times before he or she grows out of it. With garments only fitting for a limited time, kidswear often feels disposable unless you know another child to hand them down to.
Selfridges is tackling the wastefulness that often comes with childrenswear with the launch of Kidswear Collective - a pop-up space that will sell pre-owned designer fashion for children from birth to 14-year-old. The store - based on Selfridges' four floor - will offer pieces from over 250 brands, including Burberry and Stella McCartney, with discounts up to 80 per cent off the original retail price.
“We are so excited to launch this first-of-its-kind partnership with Kidswear Collective," said Helen Attwood, Selfridges kidswear buying manager. "It’s a unique concept which allows us to experiment with anew retail model, while extending the lifespan of pre-owned children’s clothing and offering our customers a new way to buy – and sell! The addition of Kidswear Collective to Selfridges brings a bold and engaging new dimension to the kidswear environment in our Oxford Street store.”
The idea for Kidswear Collective was coined a year ago by Shoshana Kazab, who previously worked in PR for luxury childrenswear. Its website offers a destination to both buy and sell items, although each piece must go through an eight-step inspection process first.
“We are passionate about extending the life-cycle of luxury clothes and offering a first-hand experience to all our customers," says Kazab. "We are incredibly excited to partner with Selfridges - who are trailblazers in sustainable initiatives - to help us translate the online experience into a physical space. We want to change the perception of what pre-loved is in peoples’ minds and demonstrate that buying pre-loved baby and childrenswear is a ‘no-brainer’, particularly when we think about how quickly they grow out of things.”
The Kidswear Collective pop-up at Selfridges is open now for three months.
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