MILAN –  Brave Kid and the Max Mara Fashion Group have inked a license for the production and global distribution of a children’s line for the Max & Co. brand.

The road is aimed toward girls aged 4-16 and marks the primary children’s collection for the Italian fashion group.

Under the five-year agreement, the primary collection will bow for spring 2024 with the launch of a capsule and proceed with a comprehensive lineup from the autumn 2024 season.

“For Max & Co., it’s a historic moment. It is vital to give you the option to experiment the brand’s style and DNA also for the women’ collection, reinforcing the message of lightness and research in style, creativity and the creation of clothing that’s in a position to cover the values of quality, creativity and flexibility that now we have all the time had, as guidelines throughout our history,” said Maria Giulia Prezioso Maramotti, Max & Co. global omnichannel director and Max Mara global brand ambassador. “We’re proud and completely satisfied to give you the option to start out this project with Brave Kid which, along with being a number one company within the sector that operates within the pursuit of excellence, shares our same values of quality and elegance research, typical values of the history of Italian firms.”

Colours shall be key for the spring capsule, which reflects the core identity of the brand, whose aesthetics shall be transferred to the women’ line, offering on a regular basis clothes in addition to more formal designs.

Brave Kid is controlled by the OTB group and relies in Marostica, a few one-hour drive from Venice. It’s specialized within the production of  children’s collections and its brand portfolio includes labels under the OTB umbrella akin to Diesel, MM6 Maison Margiela and Marni, in addition to licensing agreements, akin to Dsquared2, N.21 and Myar, a line created by OTB founder Renzo Rosso’s son Andrea with products which are entirely upcycled.

“We’re proud that a brand with a robust DNA like Max & Co. has chosen Brave Kid’s experience and know-how to enter this market with its first girls’ line,” said Germano Ferraro, CEO of Brave Kid.

Brave Kid shall be answerable for the distribution within the wholesale channel and, starting in July, the gathering shall be available at the corporate’s showroom in Milan. From November, the capsule may even be present on the Max & Co. flagship store in Milan, and on the maxandco.com and bravekid.com e-commerce web sites.

Brave Kid has been growing steadily, with revenues increasing 25 percent in 2022 and expected to succeed in greater than 70 million euros compared with the previous 12 months. In 2021 sales rose 23 percent compared with 2020.

In accordance with a report issued in June by Centro Studi di Confindustria Moda for association SMI Sistema Moda Italia, children’s wear revenues in 2021 closed up 15.5 percent to three.05 billion euros. Exports represented 42.8 percent of total sales. Last week, Etro also said it was launching a childrenswear line, as reported.

In an interview in December with WWD, while visiting the Brave Kid plant, Rosso cited an increased demand for the event of youngsters’s wear brands, specifically in the luxurious range. He noted there are more floors dedicated to kids’ wear in shops amid the mini-me trend. 

Brave Kid produces 2 million garments a 12 months.

Italy, Japan, U.K. and South Korea are the principal markets immediately, however the U.S. can be growing steadily.

Along with Brave Kid, OTB controls Staff International, the Diesel, Jil Sander, Maison Margiela, Marni and Viktor & Rolf brands, and has a minority stake in Amiri.