Madewell Girls

Carmela Mccleary, Lauren Morgan

Madewell Girls is a private line for Madewell that acts as a brand extension into the youth apparel category. The capsule collection of childrenswear will be marketed to young girls ranging from ages 5 to 10. The current Madewell woman whom falls into the millennial generation is beginning to start a family and wants to dress her daughter in a brand she has already established a connection with; a brand that she knows delivers on quality and comfort while still maintaining an artsy and unexpected aesthetic.