John Richmond is betting big on its kids line.
The English brand is hosting an event at Saks Fifth Avenue’s New York flagship on Thursday to launch its first capsule collection with young creative talent Eva Leah. For the occasion, the brand will take over the flagship windows and present a themed pop-up.
Mena Marano, chief executive officer of Arav Group, John Richmond’s parent company, spoke about the collaboration’s genesis: “We met Eva at an event in [New York], and discovering our shared vibes, we decided to start this project. We went beyond the usual influencer brand ambassador role, adding a designer role to a kid who’s already juggling multiple roles in her life.”
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“I always wanted to design my own collection and working with John felt like an incredible fit and honor for this chapter of life,” Leah said. “I just turned 11 in January, which represents a very special age for most girls as you are in between childhood and your teenage years — still relating to the whimsical magic of your princess phase but looking toward and discovering your own voice. I love how John really embodies and celebrates individuality and creativity in his collections and I wanted to align with a brand that shares those values.”
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Leah is a dancer, model and actress, and in her new role as designer, she collaborated with Richmond to create statement jackets, denim, dresses, skirts, knitwear and accessories with a fresh, kidswear twist.
“Leah was involved in the entire creative process, from the creation of the mood boards and sketches to styling and storytelling, and even chose the colors and pieces that best represented her,” Marano said. “It was interesting and fun to understand her perspective and see how she worked on the project for five months together with the marketing team.”
Leah also walked the runway during John Richmond’s London Fashion Week show on Feb. 23 wearing a custom “mini-me” version of an adult model’s outfit.
“During the design phase and collaboration it was really important for this collection to represent my personal values as a dancer, model and actress and use my individual journey to inspire other girls to believe in themselves and follow their dreams. John was hugely supportive of that message, which seems natural for him and his work which has always celebrated and aligned with artists,” Leah continued.
During the design phase, Leah and Richmond created a mantra: “Gratitude is the sign of noble souls,” which inspired the collection’s color palette, featuring turquoise, light pink, fuchsia and black. The collection features embroidered eco-leather jackets with sequins and studs, jackets and blazers with brooch buttons. The playful aesthetic includes star and heart graphics, with uplifting words like “dream,” “star,” “love,” “rise” and “free” on select pieces. Accessories include a silver heart-shaped bag with the collection’s name, baseball caps, ballet shoes and a pink backpack.
The collection ranges from toddlers’ size 4 to girls’ size 16 with price ranging from $54 for accessories to $216 for the jacket.
The Arav Group’s kids division within its portfolio features licensed brands such as Roberto Cavalli and Just Cavalli Junior lines and the North Sails Junior line. “The kidswear segment is a key part of our division, also in terms of revenue,” said Marano, “and it now accounts for over 30 percent of our overall revenue, which exceeds 100 million euros including licensees’ brands.”
Marano highlighted the group’s global distribution, with a strong presence in the Middle East, America, Europe and Italy, adding that the group is also focusing on the American market, where there’s a growing interest in kids’ fashion.