Mothers who have run out of places to put Yves Saint Lauren labels can now plant them on their kids.
Yves Saint Lauren has joined Pierre Cardin, Cacharel, Ralph Lauren and others with designs for children. And while this is a first for American children, he already does, in fact, create custom designs for the children of his Paris couture customers and make them in his Paris workroom.
YSL started looking for an entry into the childrenswear market more than a year ago as a way to stretch his Americn business, which already includes French-made clothes for men and women, shoes, fragrances, towels and accessories. His childrenswear, which will be in stores in February, including Woodward/ Lothrop, Saks Fifth Avenue and Bloomingdale's, will fit girls ages 3 to 13. Price range is $25 to $50 for dresses and suits, $20 to $25 for shirts and separates.
According to Joseph Aversano, vice president of Yves Saint Laurent, the designer makes both sketches and samples of the girls clothing which are then matched to a suitable fabric from the American market.
YSL gives the final approval for the changes made on his original designs.
For those who miss the subtlety of the YSL signature styling, including the shirt-jackets, the bright colors, the dot patterns, all of which are part of the grown up Rive Gauche collections, the YSL logo will be prominently placed on the sportswear, including the rear pocket of tight-hipped jeans.