EASY DRESSING: M&S LAUNCHES THE HIGH STREET’S FIRST KIDSWEAR RANGE FOR CHILDREN WITH DISABILITIES
M&S has launched the Autumn/Winter collection its newest kidswear range – Adapted for Easy Dressing. Following on from the success of its Easy Dressing schoolwear range and specialist sleepsuits, M&S is the first High Street retailer to launch daywear for children with sensory or physical disabilities in Britain.
Starting with a survey of 300 parents the kidswear range was in development for more than two years and was conceived, designed and developed in partnership with customers including parents from three specialist schools. The M&S in-house team were also supported in the range’s development by Consultant Paediatrician Dr John Chang who offered expert advice.
All the Adapted for Easy Dressing clothes have been made with the softest materials, fewest seams possible and hidden care labels. They’ve also been created to have a nod to fashion without adding unnecessary detail. Specific product innovations include:
- Trousers and shorts with the zips and buttons replaced by a straight forward popper
- Leggings with flat-lock seams (usually used in sports leggings)
- T-shirts with a soft velcro fastening at the back of the neck for easy over-the-head dressing
- T-shirts and dresses with discreet pockets for a feeding tube
- Coats and gilets with velcro down the front and back so they’re easier to put on if you’re in a wheelchair
- Smart shirts with soft velcro behind the buttons
- Babygrows with dimensions to allow for a cast, suitable for babies with hip dysplasia
Rebecca Garner, Kidswear Designer at M&S, developed the range with Buyer Emma Chang and Technologist Charlotte Hunt. Rebecca said: “We’ve absolutely loved working on this project and are proud that every product started from listening to mums and dads. Parents passionately told us that disabilities don’t define their children, so the adaptations shouldn’t define their clothes, it’s why all the products are inclusively designed and modelled closely on our main collection. So whilst big sister might wear a dress with sequins, the little one who wants to match but has sensory needs will have a softer glitter. Offering great value has been a key consideration and parents purchasing Easy Dressing products will never pay more.”
Dr John Chang, Consultant Paediatrician at Croydon Health Services NHS Trust, who advised on the range said: “As a doctor you can help parents with a range of complex issues, but sometimes it’s the little things – like finding a jumper your child will actually wear – that can make the biggest difference. It was a brilliant experience to consult on the range and help explain the physical requirements for the products, I know for some parents this will be lifechanging and I look forward to seeing how it develops.”
Products are available exclusively online up to ages 15-16
For further information, please contact:
Corporate Press Office 0208 718 1919