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Velveteen opens Causeway Bay concept store

Luxury childrenswear brand Velveteen has opened its first concept store in Hong Kong, in Lee Garden Two.

Velveteen founder Laura Eckerman Egloff describes herself as “California-born and New-York-educated, making a home in Hong Kong by way of London with a Swiss husband and our two global children”. She says the brand reflects her experience as a young child. “I embraced life with irrational exuberance just as our children do now… As I watch our children’s childhood unfold here in Asia, surrounded by the international influence of an American mother and a Swiss father, I see in their lives a mirror of the vision I have for Velveteen.”

The new Causeway Bay store is showcasing the “gelato-inspired,” sunny tones and styles of the label’s Spring-Summer 2018 collection, dubbed Roman Holiday, which Velveteen says is a favourite of celebrity shoppers including Beyonce, Jessica Alba, Nicole Kidman, Ashlee Simpson and the Kardashians.

Located close to Velveteen’s Hong Kong design office, the new store will host events throughout the season including fashion shows and workshops on art and illustration classes, opportunities to design your own doll’s dress and how to use fabric scraps to make beautiful accessories.

Store highlights include a child-sized experiential workshop and lounge area, an interactive ‘selfie’ wall and natural light technology using nanotechnology to recreate a California summer feeling.

Velveteen works with fair-trade organisations whenever possible. Its clothing is hand-embroidered, using a combination of Indian artisan techniques, made by mothers who would otherwise be unable to provide for their children and providing education for children who would otherwise be unable to attend school.

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