Versace's first kids store opens

Italian fashion house, Versace, has opened the doors to its very first children's store in Milan, Italy.

The one-storey lilac and white boutique is dominated by a giant merry-go-round, decorated with super-sized candy canes and the carpet and walls are emblazoned with Versace's iconic Medusa head. The store is a dedication to the Young Versace line, which was first shown at a special international childrenswear exhibit in Florence earlier this year.

Leopard-print and Swarovski crystal baby bottles, fairytale dresses and mini-suits with silk cummerbunds are just some of the childrenswear designs in the inaugural Spring 2012 Young Versace collection, British newspaper, The Telegraph, reports.

The new store, on Milan's Via Borgospeso, has opened on the back of a majorly successful Versace collaboration with H&M that saw punters lined up around the block to snag a piece from the exclusive collection.

Young Versace is made for boys and girls aged 0 to 12, with the company trying hard to make the collection fun and fashionable, said Gian Giacomo Ferraris, chief executive officer of Versace SpA.

"This is a high-end, glamorous and colourful collection in line with the brand's essence, with a touch of rock 'n' roll," he told Women's Wear Daily.

Donatella Versace says the collection is for "kids that like to stand out from the crowd," Fashion etc reported.

"I am thrilled to be able to present the Young Versace collection in its own unique retail environment," she said in a press statement.

Versace joins a list of luxury labels now catering for kids - Lanvin, Jean Paul Gaultier and Roger Vivier are designing for the budding fashionista, and Gucci recently opened its first children's boutique.

- HERALD ONLINE