"The announcement reflects the brand's ongoing commitment to newness and will allow Karl Lagerfeld to share its ironic, playful, creative vision with a young audience," read a statement from the brand this morning.
"The Karl Lagerfeld Kidswear collection presents a unique opportunity to share our cool, ironic, iconic DNA with a wider Karl Lagerfeld audience," said Pier Paolo Righi, CEO and president of the label. "Due to our brand's wide appeal our expansion into the juniors market is a natural fit to further enhance our reach."
Comprising ready-to-wear and accessories for newborn to 16-year-old girls and boys, the obvious choice to model the bi-annual collection is surely Lagerfeld's adorable godson, Hudson Kroenig, who is well-versed in fashion circles already.
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