Milan, 18th February, 2021 – Stella McCartney today announces a new long-term worldwide licensing partnership with Simonetta, the leading Italian childrenswear company. Under this new agreement, Simonetta will begin the development, production and distribution of the Stella McCartney Kids collection starting from Spring Summer 2022. This strategic partnership between experts will turbo charge the growth of the Stella McCartney Kids business.

The partnership will see the two unique entities, leaders in their respective domains, combine and enhance their respective long-term experiences with creative flair and expertise –  coming together  to  protect the planet for future generations through the most playful kids’ clothing and accessories, with the least environmental impact.

Stella McCartney Kids includes styles for girls, boys and babies from ages 0 to 16  years  and is  distributed in select multi-brand shops  and  department  stores  worldwide.  It  has  become  a  favourite  brand  amongst parents, who seek it out as a pioneer in sustainable kidswear as well as for its elevated yet effortless wearable styles, iconic prints and the size and scope of its range.

Niccolò Matteo Monicelli, CEO of Simonetta Spa, states:

“We are honoured to have been chosen by Stella McCartney and to be its partner  for the  development  of  the kids’ line. Our licensing portfolio is further and significantly expanded with a prestigious brand that fills us with pride and motivation”.

Gabriele Maggio, CEO of Stella McCartney, adds:

“This new partnership with Simonetta will take Stella McCartney Kids to the next level by combining a high level of knowledge and expertise in the category – increasing the brand’s positioning and growth potential across international markets.”

About Stella McCartney

Stella  McCartney  is  a  luxury  lifestyle  brand  that  was  launched  under  the  designer’s  name  in  2001.  Stella’s approach to design emphasizes sharp tailoring, natural confidence and an effortless attitude. The brand is committed to being an ethical and modern company, believing it is responsible for the resources it uses and the impact it has on the environment. It is therefore constantly exploring innovative ways to become more sustainable, from designing to store practices and product manufacturing. As a lifelong vegetarian, Stella McCartney never uses any leather, fur, skins or feather in any products for both ethical and environmental reasons, setting a standard for the use of alternative materials. Supporting circularity, the brand is embracing new business models that will transform how clothes are produced, sold, shared, repaired and reused; promoting long-lasting product with extended use to reduce environmental impact.

The brand now offers women and menswear ready-to-wear, as well as handbags, shoes and a kids line. It has also developed under licensing eyewear, lingerie, swimwear, fragrances and a long-term partnership with adidas. The collections are currently available in more than 100 countries at wholesale, and through 46 freestanding stores including London, New York, Paris, Milan, Tokyo, Hong Kong and Shanghai.

About Simonetta

Born in the 50s, Simonetta Spa is a leading company specialized in kidswear in the luxury segment, known worldwide for its excellence product, synonymous with Made in Italy style and elegance.

Research, creativity and innovation combined with historical know-how and attention to sustainability are the distinctive elements of its DNA.

In June 2017 Simonetta Spa was acquired by Isa Seta Spa that relaunched its development.

Simonetta Spa provides with its savoir faire for the production and the worldwide distribution of the kids collection among some of the most famous and prestigious Power Brands of adult fashion, and signs important exclusive supply agreements.

The company is present in Italy and in the world both with its own brand and with the prestigious licensed brands in Monobrand Boutiques, Department Stores and in the best Multibrand and Online shops.

Media Contacts

pil communication

Mara Molinari | pr account m.molinari@pilcommunication.com

+39 3663358860

Stella McCartney

Natali Finke

Global Marketing and Communications Manager, Kids Natali.finke@stellamccartney.com

Konstantinos Lazarou

Head of Global PR and Licensing Communications Konstantinos.lazarou@stellamccartney.com