First Look at Jellypop Girls

Jellypop has a new kid sister.

The budding juniors’ brand, a division of Irwindale, Calif.-based Evolution Design Lab, is introducing a companion girls’ collection for spring. Available in sizes 12 to 5, Jellypop Girls features trend-driven looks for the tween crowd.

Pat McLaughlin, group president of EDL, said the line is a natural next step for Jellypop, which debuted last spring. “When we launched, adding a kids’ line was always part of our plan,” he said. “The name and overall feel of the brand fit well with the girls’ category.”

The collection’s first offering, slated to ship to stores in February, consists of about 15 styles, including gladiator and T-strap sandals, wedges, ballet flats and round-toe pumps on a low heel. Priced from $20 to $30, the shoes are decorated with floral and animal prints, ruffles, pearls, bows and lace overlays. Flower ornaments, in fabrics such as silk and chiffon, are a signature detail. “The collection is very girly and feminine, with a bit of a vintage vibe. It’s also very denim friendly,” McLaughlin said.

The Jellypop juniors’ line directly influenced the styling of the new collection, said Jennet Chow, the brand’s founder and head of design. “We’re incorporating many of the same trends and details, such as eyelet and leopard prints, seen in our women’s line,” she said.

Still, Chow and her team are being careful to strike a balance between takedowns and kid-specific styles. “It’s easy to do direct takedowns, but that doesn’t give the line a broad enough appeal,” McLaughlin said. “The reality is that in the girls’ market, you have to be more juvenile and age-appropriate with the styling, so we’re working hard to have a somewhat younger point of view than just takedowns.”

The Designer
Jennet Chow’s father founded Prima Royale in 1983, and over the years she has designed for a number of the company’s licensed and in-house labels, including Mudd, Prima Royale, Vigoss and Kensie Girl. She launched the company’s Evolution Design Lab arm in 2009, with the Jellypop brand as its first introduction.

The Inspiration
Chow and her team take many design cues from the juniors’ line, but with a tween twist. “Jellypop is all about having fun, [with a focus on] cute, whimsical details,” she said. “As a parent, I [try to create] shoes my own daughter would want to wear, shoes that make her feel confident.”

The Pitch
Unveiled at last month’s FFANY show, Jellypop Girls targets second-tier department stores and e-tailers such as Zappos.com. McLaughlin said independents also could offer key growth for the brand.

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