Brooks Brothers, the arbiter of preppiness, introduces Fleece, a new collection for children that features clothing for girls for the very first time. Now, the collegiate prepster look is not just for the parents and for brothers. Little girls can finally get in on the striped and plaid action.
I received a catalog at home and I must say some of the pieces are really cute. I especially love the little argyle sweaters, prep school blazers and my very favorite a sailor dress. The website layout is very smart with a marble notebook theme complete with video of the kids modeling the clothing so you can get a 360 degree view.
All of the items can be purchased online in the Fleece Shop.
Ralph Lauren has previewed his adult collections online and now, he is doing the same for his childrenswear line. However, instead of a typical runway show, Ralph Lauren has created “The RL Gang” a group of 8 children living in an illustrated world.
The story features the children on their first day back at school. When their teacher, Professor Randolph Lattimer, opens “The Incredible Book of Fantastic Things” and asks the young ones to close their eyes, they are taken to a fantasy world that is perfect but for one dying apple tree. The kids rescue the tree by watering it. The story concludes with each child deciding who to give the apples to.
“The RL Gang” is geared toward 2 to 8-year old children and is a really cute way of showcasing the new collection. I love how there is a tie-in with a children’s book and I think the new campaign is something that kids and parents will enjoy.
The new RL Gang site on RalphLauren.com launches on August 18th. The storybook is launching in an exclusive partnership with Bloomingdale’s and a hardcover copy can be purchased on demand on Tikatok.com for $18.95.