On October 21 the Junior team attended the Adams Kids relaunch at the Mappin Pavilion, London Zoo, where the brand boldly proclaimed: "We're back in fashion!"While we were there, we were lucky enough to see the current Autumn/Winter collection. We also got a sneak preview of the upcoming Spring/Summer '10 pieces, which feature a more directional look, with products emphasising detail and embellishment for girlswear, and an extensive denim collection for boys. "We want to make it the Topshop of childrenswear," explains product director Lindsey Williams.
The key new pieces from the collection include nautical-inspired tees, structured blazers with matching high-waist shorts, trench coats and cropped leather jackets.
The relaunch followed the new ownership of Adams by Pakistani group Habib Alvim, who vowed to return Adams to its previous position as a high-street leader. Adams has already re-opened five of its former stores in the past six weeks and will open five more before the end of November. Store expansion is set to develop even more with 15 new stores in proposal for Easter next year.
