Former Hear’Say star Myleene Klass has announced a new children’s clothing collaboration with Next.
She said the new clothing collection for newborns and children has been designed and created exclusively with the Leicestershire-headquartered fashion chain.
The Myleene Klass Kids collection also features soft furnishings and nursery accessories.
The singer, TV presenter, pianist, and model is currently taking part in Dancing on Ice on ITV, alongside Denise Van Outen, Rebekah Vardy, Jason Donovan and Rufus Hound.
Launching on February 22, her kids collection will be exclusively sold in the Ƶ and internationally through the Next website.
It will boast more than 140 lines for Spring/Summer 2021, with prices ranging from £4 to £28.
She said: “I have shopped online with Next for as long as I can remember. Their emphasis is on online shopping which is essential nowadays and more so than ever, it’s a life line for parents, especially new ones that can’t often leave the house.
“Partnering with Next has also given me the opportunity to explore new fabrics and techniques in design that I haven’t been able to before.
“I wanted the clothes to do lots of different jobs, I want them to feel good, look good, be practical, be unisex, look fresh but still classic and include all the elements that my customers know and want from my designs – and that my own babies have enjoyed growing up with."
Next recently announced better than expected Christmas revenues – but warned the sales boost would be “almost entirely” wiped out by the third English lockdown.
The retailer said in the build-up to Christmas sales gained online compensated for almost all of those lost in its bricks and mortar stores.
It said full-price sales over the nine weeks to December 26 fell 1.1 per cent – better than the 8 per cent drop it had been braced for, despite tighter restrictions.
Myleene – who has previously worked with Mothercare – has also designed a capsule collection of nursery accessories that includes baby sleeping bags, rugs, throws and soft furnishings. She said it combines animal prints with a Scandinavian look.
She said: “I love the Scandinavian influences at the moment.
“The lighter, brighter, sleeker lines mixed with my signature leopard print. Fun, bold yet classic.
“The collection has really found its stride. In fact, I can proudly look back and see that when I started designing kids clothes 14 years ago, my range was pretty brave and set the pace.
“Many of the designs were actually considered daring at the time. Black, monochrome and leopard for babies were all the staples of the collection back then and still continue to be now and it’s wonderful to see people embrace them more than ever.”
