The Danish children's clothing brand EXIT changes its name into «name it» and dedicates four collections to Helena Christensen, who believes in organic cotton and 70s dresses for autumn 2008. The top model and photographer makes a stunning debut as a kidswear designer.
Helena is famous for her impeccable and eclectic personal style and has won several nominations as «best dressed» and style icon. Now she has used her original style as the inspiration for a unique and limited children's collection.
The collection consists of of ten styles each for boys and girls, aimed at the 4-12 age group. For the girls she created dresses, tops, pants and knitwear, for the boys t-shirts, pants, sweat shirts and knitwear.
«I have used my son and myself as inspiration for the collection and designed what both of us would like to wear ourselves. It has been wonderful to return to my own childhood and recall a particular little dress that used to make me so happy. The whole process is just about using your imagination.» says Helena.
Eight-year-old Mingus is the model for his mother's designs in the new name it international photo campaigns, which Helena Christensen herself has shot.
By wearing this collection children will be supporting children, because part of the turnover will be donated to Chernobyl Children's Project International, CCPI, a charity Helena has supported for many years. The donation aspect was one of the main reasons for the top model to design the collection. She says: «I am proud to support the CCPI by designing clothes for children. I tell Mingus that he is helping as well by being an inspiration to me. Children should know just how lucky they are in comparison to others.»
The official change of name, which includes the EXIT shops, takes place in August 2008. The Danish Fashion Company Bestseller established the brand in 1986. Over the years EXIT has gradually developed several sub brands and is now represented in 18 countries.