NEWS

Gwen Stefani: Harajuku Mini line is dream

18th July 2011

(Cover) - EN Star Style - Gwen Stefani says selling her Harajuku Mini collection in Target stores is a "dream come true".

The highly-anticipated range, which caters for babies, children and tweens, features Gwen's Japanese anime-inspired clothing.

The brand, which is Gwen's first venture into clothing for babies and boys, will be introduced in Target stores and on target.com in two instalments November 13 and January 2012.

Gwen says she is thrilled at the young range, which was launched off the back of her successful Harajuku Lovers young apparel and accessories collection.

"Harajuku Mini is a dream come true. I've always wanted to do a cool children's fashion line inspired by the supercute and playful kid's clothing you find in Japan. The whole idea is about being creative, expressing your own individuality and having fun getting dressed," the star told WWD.

"Target has given me the creative freedom to design kid's clothing that is different than most anything you usually see out there with great quality, attention to detail and most of all, available at amazing prices."

Gwen also has her successful L.A.M.B. collection which was launched in 2004, and her Harajuku Lovers fragrance quintet which debuted in 2008.

"Gwen is a creative force and her ability to create fun, wearable fashion made her an ideal partner for Target," said Trish Adams, senior vice president of apparel and accessories, Target.

Gwen's fun and fresh clothing collection is a welcome addition to Target's apparel. The clothing store insists it likes to provide "assortment" to its customers, and Gwen's Harajuku Mini collection offers just that.

"Our strategy of differentiation isn't exclusive to our more mature guests," said a Target spokesman. "We like to put the icing on the cake for all our guests. That is the fun, the flavouring of the assortment." (C) Cover Media

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