Versace Unveils First Children’s Store in Milan

Following the success of its collaboration with H&M, luxury brand Versace has added yet another feather to its crown with the launch of its first children's store in Milan.

The new boutique launched by the Italian company is dedicated to the brand's children's line called Young Versace that was debuted at Pitti Immagine Bimbo, a fashion show in Florence last June.

This is a high-end, glamorous and colorful collection in line with the brand's essence, with a touch of rock 'n' roll. Donatella Versace strongly supports and is behind the project, we have a state-of-the-art technological platform and supply chain, and we directly manage our core business, said Gian Giacomo Ferraris, chief executive officer of Versace SpA.

The collection reportedly includes clothes and accessories for both girls and boys from infancy to age 12. However, according to the Telegraph UK, Versace aren't the only ones ramping up the childrenswear glamour. Last week, Alber Elbaz, a Moroccan-born Israeli fashion designer, concluded an international pop-up shop tour in New York that saw a small girl's collection Lanvin Petite, visit haunts in Paris and Monaco, whilst next March, French shoe-maker Roger Vivier launch a girl's shoe collection called Jeune Fille, selling ballet pumps for €240 a pair.

The developments in the industry in children wear show the growth potential of the children clothing market. Despite the recent economic showdown, there has been almost a constant rate of growth in the children apparel section as opposed to other sectors.

The Milan boutique contains exclusive pieces from the Young Versace line, which was first shown at a special international children-wear exhibit in Florence earlier this year.