Emma Bunton Launches New Childrenswear Collection for Argos

The fashion world seems to be a natural place for ex Spice Girls to flex their creative muscles, and whilst Victoria Beckham loves to design clothes for ladies of a certain size, Emma Bunton prefers to stick to people of a more diminuitive height. A new range of autumn and winter clothing for children by Emma was unveiled last week as she was joined by the whole family, Jade Jones, her partner, and their two sons, Beau, 5, and Tate who is one. Emma made sure that her longterm boyfriend and father of her children Jade kept the boys in check while Emma discussed her new range to the press. Talking the waiting media Emma said, “This is my second children’s collection for Argos and I’m so excited about the new range. It’s really important to me that all my designs are practical and comfortable as well as being stylish and cool – so I stuck to these principals this time round while adding in some fabulous new pieces for your little girls and boys.”

Emma, 36, revealed that in creating the clothing, she often gets her two boys to ‘road test’ the products before they are manufactured. Emma explained: “As ever the whole family has been involved in the design process and my boys have road-tested the entire range.” So how does Emma come about the designs and where does she draw inspiration from when she is creating them? “Many of the prints have been inspired by our musical heritage, combined with some really cool graphic prints and my love of bright colours.” Not many people will know this but former Spice Girl Emma actually used to model for Argo herself as as child and said she had always wanted to design a range for them, “I’ve always adored fashion so designing for girls is just so much fun – I’ve introduced some of my favourite fashion trends and re-worked some of the best sellers from last season – so I hope you’re going to love the new collection as much as I do.”

The colection includes girls and boywear and a section for babywear. Emma said, “Designing a babywear collection has been so special to me. As a mother myself I know we all want comfortable, practical clothes for our babies that look gorgeous and don’t cost the earth, so that has been at the heart of everything I’ve designed – I’ve paired soft, cosy and wearable fabrics with cute and stylish designs and I’m so proud of the outcome. I hope you’ll love the collection as much as I do – I think it makes the perfect gift!”

It was announced in November last year that Emma would be collaborating with Argos and this is her second collection with the spring and summer range selling out almost immediately. Emma said how hard she found it to find fun clothes for her boys and this was how she designed her design, with fun in mind, “As a Mum myself I’m forever searching for fun and fashionable clothes for my boys, that are comfortable and practical too – clothes they really want to wear. Emma added, “Working with Argos has given me the opportunity to create exactly that. I’ve worked hard on every piece in the range; the designs, colours, fabrics, prints and cuts and I’m so proud of the outcome.” Emma, now a mum of two looked stunning in a bright red dress for the launch and told waiting journalists that, “As a child I modelled for Argos and featured in the catalogue several times so it’s great to make a return appearance, this time with my own range, it’s something I’ve always wanted to do.”

Further Reading

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• Victoria Beckham Reinvents Wellington Boot in New 2013 Collection
• Chloe Green Launches Her New Shoe Range
• Victoria Beckham Creates Spectacles Range
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