Australian fashion brand Forever New has expanded its category mix this month with the launch of its first-ever girlswear range in early September.
Forever New GM of girlswear Patricia Priolo and her team have been designing the new range since Priolo joined the company in January this year. She is the former head of buying and design at Myer, and left the role late last year after four years.
The launch covers a summer collection featuring 50 styles that cater to both special occasion wear for girls’ milestones and better-end casual pieces.
The range is designed for children from sizes 2 to 12, and includes mini-me styles that coordinate with the womenswear range. Styles include embellished dresses and skirts, matching shorts and tops and a variety of accessories such as jewellery, headwear and handbags.
“This is our opportunity to introduce the Forever New signature style to the next generation of girls,” Forever New managing director Carolyn Mackenzie said. “We’re creating ‘mini me’ styles for all their special moments and memories.
“Designed by our team in Melbourne, you can expect all the same quality and detailing available in our women’s range. We pride ourselves in crafting a range with playful design elements that the little ones will love.”
The girls range will be available in selected boutiques and concession stores nationally, and via the brand’s online website. A teen girls range will also be available from early October in sizes 8-16.
Priolo shared the news in a LinkedIn post earlier this week, saying the design and production process took eight months of dedicated work.
“Leading this startup has been an exciting experience, and in this short time, my handpicked team and I have developed Forever New Girls, which will soon be available in stores both locally and internationally,” she said.
“Staying true to the Forever New brand, designing and refining our girls product range has been both enjoyable and fulfilling.
“Personally, the journey has been a busy one, involving everything from recruiting a talented team to setting the creative direction for our campaign, managing the production cycle, designing store layouts, and attending to the smallest details—from selecting fabrics of embellished yarns to creating branding that aligns perfectly with the brand. This vision is something I’m incredibly proud of.
“I’m deeply grateful to our Founder/CEO, Dipendra Goenka, and Managing Director, Carolyn Mackenzie. Their belief in my vision, the autonomy they’ve granted me, and their unwavering support have been crucial in achieving so much in such a short time.
She also thanked her team, which included Georgia Haysom, Maria Sezai, Grace Lotton, Gabrielle Spinoso, and Iseult McReynolds.
Forever New was established in 2006 and has since scaled to be available in more than 30 countries.