Today, we start a new section in Petit & Small with an epic found that will give people a lot to talk about in international kids’ fashion sector. We were already fans of Laia Aguilar’s designs for Bobo Choses so imagine what can she create for her own brand, “The Animal Observatory” which is the result of the merger of Laia and the top model and designer Vanesa Lorenzo (very present in social networks) and the entrepreneur Jan Andreu linked to automotive authorised dealers business and President of Muji Spain.
Are you ready to see the outcome of this project? We are sure it’s going to be something really big! They offer this first-hand information to Petit & Small…
Which is the philosophy and the lifestyle that can be identified with your clothes?
The Animals Observatory was created to research and also to promote creativity in fashion, accessories and other products for kids. Sincere respect for children and also for people with their own sensitivity is the main value of this brand. The brand’s philosophy is helping kids and adults to find comfort and pleasure of aesthetics with the motto “Be a good animal, true to your instincts”.
What’s your company’s point of view about childhood and kids? What kind of kids are you dressing?
The Animals Observatory always respects kids so we consider their needs in this universe, far away from standards imposed by society.
We dress free kids with their own personality, children who want to feel comfortable with clothes.
Laia Aguilar, Jan Andreu and Vanesa Lorenzo are involved in this project. Which are their tasks?
The brand is the result of love at first sight between Laia Aguilar and Jan Andreu. After admiring Laia Aguilar’s work for seven years, while she was the creative director of Bobo Choses, Jan Andreu invited her to create their own kids’ clothing brand. Vanesa Lorenzo is part of the design team, under the creative direction of Laia who considers Vanesa’s experience as a model and a designer a great element to complete the brand’s vision. She will create an Autumn/Winter 2016 capsule collection which will be presented in January 2016.
What are your growth and expansion plans?
Since January 2015, our first collection will be in more than 100 multibrand retailers all over the world, especially in Europe and Asia.
We have met our strategic goals which consisted in being present in the most important kids’ clothing shops of every single European capital cities as well as being represented in the reference shops of US, Australia South Korea and Japan.
From now, we want to consolidate the brand’s showroom in Paris as a strategic point of sale and strengthen the company’s presence in Asia in a medium term.
What will be found in your first collection for summer in SS16?
Provided that the brand’s creative director, Laia Aguilar is becoming more and more interested in art, she wanted to combine functionality of comfortable attractive clothes with their own story with all her inspiration sources: 70’s graphic world, Henry Moore’s sculptures, Elaine Constantine’s photos, Barragán’s architecture, Le Corbusier’s drawings or the Charlotte Perriand’s furniture.
But, maybe, the most important influence is the animal world from a kid’s point of view, plenty of curiosity, empathy and emotion.
All these elements are combined to create The Animals Observatory which tries to become the clothing brand for the kids of our kids with a timeless style, far from fashion, near family stories.
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