First phase of new apparel collection to launch this month.
British lifestyle brand FatFace is working alongside the Natural History Museum on a new childrenswear collection.
The new range allows kids to be ‘passionate about the natural world’ and inspire them to become the next generation of scientists while ‘wearing clothes they love’, according to the company’s head of licensing, Gabrielle Sims.
The first phase of the collection – which has been developed with the museum and licensee Fashion UK – will launch in March. It will include six t-shirts covering dinosaurs, butterflies and sea creatures.
The range will be further supported by competitions and content, both in-store and online.
Gabrielle commented: “At FatFace we encourage our customers to love life, and this collaboration does just that. Our designers based in Hampshire had the pleasure of working on designs direct with the Museum, yet still stay true to our DNA, incorporating all the knowledge of the Museum. All of our Natural History Museum illustrations have been checked and verified by scientists at the Museum.”
Maxine Lister, senior licensing manager at the Natural History Museum, added: “We are delighted to be working with FatFace on a co-branded range of childrenswear. The Natural History Museum and FatFace brands are a great match and the collection perfectly combines the quality and signature style of FatFace apparel with the engaging, educational culture of the Natural History Museum.
“This collaboration is a fantastic way to reach and inspire young people to discover science and nature in a fun and appealing way.”