JOOLS Oliver is the latest celebrity to try their hand at designing a childrens clothing range. The wife of TV chef Jamie Oliver, who's just opened his latest restaurant in Manchester last week, seems to be stepping out from behind her husbands mammoth culinary shadow.
Mothercare, which operates 353 stores in the UK and 969 overseas, announced it was cutting 110 UK stores last year.
Jools has kept a relatively low-profile over the years with brief glimpses of her on Jamie's TV shows, being papped in the playground with the kids, jogging or peering from her window.
Now the stay-at-home mother of four is designing a new collection for Mothercare.
The struggling retailer, described by analysts as 'losing its modern day relevance for mums', is battling increasing competition from supermarkets and internet suppliers. It's hoped this collaboration will help attract new shoppers.
Launching in store in August, the new collection will include nursery bedding, accessories, newborn and children’s clothing aimed at babies and children from 0 to 5 years.
The range features a unique mix of high quality, affordable pieces with an eclectic and timeless look and feel that reflects Jools’ love of nostalgic yet modern collectables.
Jools Oliver said: “I have such a passion for the design of children’s clothes, so to have this opportunity is amazing.”
“My mother dressed us in Mothercare clothes and I have done the same with my children, so it has always been part of my life. The collection features nostalgic, classic pieces, sprinkled with unique touches and playful attention to detail. It's been lovingly put together and accessibly priced for parents.”
Image taken from Jamieoliver.com
Mothercare, which operates 353 stores in the UK and 969 overseas, announced it was cutting 110 UK stores last year. It made an operating loss of £18.5 million last year, compared to profits of £2.8 million in 2010.
Jools joins a long line of celebrity mums designing kids clothing ranges, including Myleene Klass, who designed for Mothercare last year and Emma Bunton, who's range is currently available from Argos.
Since Victoria Beckam gave birth to her daughter Harper Seven, there's been speculation she too might enter into the world of mini people. Besides, out of all celebrity mums, she's got the relevant experience and is already doing the job with her hugely successful fashion range. It would seem like a natural progression wouldn't it? Well, no.
She has silenced rumours in a recent Japanese magazine interview saying, “Contrary to what people say I have no interest in doing a children’s line; there are lots of people doing that very well already.”
It seems that childrenswear designing isn't for every celeb...even though it may seem that way.
