Today's POP is Tui. New KIDDA on the block.
POP gives the thumb up, but really, all we want to know is when the girl's collection is coming out…
What's the difference between Kidda and the Christopher Shannon mainline? What can we expect from Kidda?
We needed to expand the range; I didn’t want to be forcing everything into the mainline. Also the mainline has grown up quite a bit, KIDDA gives us room to grow, just focusing on jersey and print. We have so many stores contact us every season as they like the mainline but feel it’s not right for their stores. KIDDA is very straightforward, it’s really easy, well done pieces that are accessible but still have the DNA of the brand. It does feel like a little brother to mainline, we did the first collection just as a trial and only showed it to a few stores, all of them ordered straight away. I like working on it as it’s so contained, we've set rules around it, I like those boundaries. I had endless meetings with other brands wanting to collaborate on a range and in the end I was exhausted, having our own jersey line allows us to exactly what we want with it, how we present it and we can choose which stores we sell it to.
Photographer Clare Shilland
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- POP 818 Friday 3 February 2012