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Diane von Furstenberg collection hits GapKids, BabyGap stores

March 15, 2012|By Shan Li
  • Pieces from the DVF for Gap collection hit stores March 15.
Pieces from the DVF for Gap collection hit stores March 15. (Gap )

Stylish tots and their mothers rejoice -- a collection designed by Diane von Furstenberg hits BabyGap and GapKids stores and the Web today.

In this latest partnership between high-end design and mainstream retail, Von Furstenberg, best known for breezy wrap dresses, distilled her aesthetic to create colorful printed apparel, accessories and shoes for the under-14 crowd.

Von Furstenberg also reinterpreted her signature wrap dress with a higher waist for young girls to match their mothers. Prices range from $20 for teeny ballet flats to $120 for a diaper bag and changing pad.

Gap, based in San Francisco, has previously worked with up-and-coming labels such as Thakoon and Rodarte to create limited edition collections for its stores.

These couture-bargain partnerships have become increasingly popular ways for Gap and mass market retailers such as Target to attract shoppers and bolster their reputations as peddlers of fashionable but affordable goods.

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