Vogue Williams has announced her new kidswear brand, GEN, which reimagines childrenswear with a focus on versatility, durability, and timeless design. Responding to the growing demand for longer-lasting fashion built for longevity, Vogue Williams has meticulously curated every piece in the collection. The result is a unique, high-quality range that allows customers to shop freely without the constraints of traditional gendered clothing.
The collection caters to children aged 2 to 8 years old, offering a vibrant selection of easy-to-wear essentials. From cosy coats and waterproof onesies to comfortable dungarees and playful short-and-t-shirt sets, each piece is adorned with bold colours, pops of neon and fun prints. Crafted with exceptional attention to detail, GEN ensures
every garment stands the test of time, blending style, quality, and value in equal measure.
This innovative range empowers toddlers and young children to express themselves through vibrant colours and imaginative designs, breaking the traditional boundaries of gendered clothing:
“Finding high quality, super cute clothes for kids that actually last is not easy. I really feel like the GEN range hits all those needs and I’ve loved the whole process of putting this collection together. Kids wearing GEN clothes get to customise their own piece, whether it’s the first or third child along the line, which makes getting dressed fun! I’m so happy with how it all turned out. My obsession with kids clothes and clothes in general has worked out well!” Vogue Williams
Gavin Foster, managing director of Luminoso Brands, said, “Luminoso brands are thrilled to partner with Vogue, M & S and Next in bringing our unisex childrenswear concept to market. Vogue’s styling, vision and authentic voice has been key to the success in securing these fantastic retail partners and we look forward to forging a long term partnership with all parties.”
GEN has ingeniously incorporated the concept of shared clothing, offering an exciting opportunity for both parents and children to enjoy. Each piece can be personalized with fun patches and features the unique “Wear Me, Love Me, Pass Me On” label, encouraging a culture of sharing and customization that makes each garment cherished keepsake while promoting the joy of passing on well-loved pieces.
Discover the Spring Summer collection online at Marks & Spencer’s and NEXT.com – prices from £10 – £34
