Amiri signs Brave Kid to launch childrenswear for spring 2027

Amiri is moving into childrenswear.

The American brand has signed a licensing agreement, a deal where one company pays for the right to make and sell another brand's designs, with Brave Kid for collections for boys, girls and babies, according to WWD. Brave Kid, which specialises in children's clothing, will handle production and distribution. It is a straightforward way for a fashion label to enter a new size range without building its own factory.

The first collection under the deal is for spring 2027. It will focus on lightweight and comfortable pieces. It is due to go on sale starting in November, months ahead of the spring season, which is normal in fashion where shops stock the next season early.

Shoppers will have several places to find it. The line will be sold in select Amiri flagships, on Amiri's website and on Brave Kid's website, and in select childrenswear retailers around the world. That mix brings together direct-to-consumer, selling through a brand's own shops and sites, and wholesale, selling through other shops that resell to the public.

The partnership builds on an existing business link. Brave Kid is the childrenswear division of OTB Group, the Italian fashion group owned by Renzo Rosso whose brands include Diesel, Jil Sander, Maison Margiela, Marni and Viktor&Rolf, according to OTB. OTB took a minority stake in Amiri in 2019. Amiri itself was founded by designer Mike Amiri in 2014 and has grown from its Los Angeles base into a global luxury name.

Brave Kid knows this part of the market. In May it signed a similar licensing agreement with Balmain, the French fashion house, to develop, produce and distribute that brand's childrenswear worldwide. The Amiri deal follows the same model: design direction from the fashion house, and development and selling power from the children's specialist.

For shoppers, this means one more choice on the children's rail. Parents who already buy Amiri for themselves will be able to buy matching smaller sizes in the same trip, in store or online. And Amiri can test demand for babies, girls and boys without running its own children's supply chain.