Not long after its successful team up with Swedish clothing retailer H&M, Italian fashion house Versace has launched ‘Young Versace’ in Milan.

The ‘kiddie couture concept is aimed at “every kid who likes to stand out from the crowd”.

‘Young Versace’, Versace’s first ever children’s store, is located at Via Borgospeso 15/A, adjacent to the Versace Home boutique in Milan. The store is designed with a plush, lilac interior, adorned with ornate ‘toadstools’, giant candy canes, a four-seater roundabout where kids can sit down and, of course, Versace’s iconic Medusa head motif.

The boutique sells clothes and accessories for boys and girls aged from birth to 12.

“I am thrilled to be able to present the Young Versace collection in its own unique retail environment. The collection is perfect for kids that like to stand-out from the crowd,” said designer Donatella Versace.

One of the ‘musts’ for the fashion-conscious child are the delicate little dresses, tiny sleep suits with silk cummerbunds and leopard-print Swarovski crystal baby bottles.

“This is a high-end, glamorous and colorful collection in line with the brand’s essence, with a touch of rock ‘n’ roll. Donatella Versace strongly supports and is behind the project, we have a state-of-the-art technological platform and supply chain, and we directly manage our core business,” said Gian Giacomo Ferraris, CEO of Versace SpA.

Versace joins other luxury brands with similar children-oriented concepts, such as Stella McCartney, Dolce & Gabbana and Christian Dior.

The ‘Young Versace’ collection was launched during the international childrenswear exhibition Pitti Immagine Bimbo held last June. Young Versace lines are also available in top specialty boutiques and department stores worldwide.