AO76 BRINGS WOMENSWEAR BACK

Womenswear has always been part of the AO76 story. Founded by a father of three daughters with a passion for fashion, AO76 introduced women’s and kids’ collections alongside its menswear in 1996. In 2017, the brand stepped away from womenswear to focus entirely on kids and teens.

But the women never really left. Over the years, mothers continued buying AO76 knitwear, shirts and denim for themselves, while the question for womenswear kept popping up everywhere. Now, as AO76 celebrates its 50th anniversary, it feels like the perfect moment to bring womenswear back. Almost a decade later, it is finding its way back into the AO76 story.

The idea grew naturally from a shared sense of nostalgia. Having grown up wearing AO76, Jane Poelman, daughter of Head of Styling and co-founder Patricia Vandemoortele, became increasingly involved in the company over the past year. Together, they looked back on a time when Jane wore AO76 as a kid while Patricia wore the women’s collection. That shared memory helped inspire the return of womenswear. Like mother, like daughter, quite literally.

AO76 introduces a full capsule collection giving mothers and their daughters the chance to match in true AO76 style. Every piece is infused with the familiar AO76 DNA: carefully considered fits, high quality cotton, signature knitwear made from unique yarn blends, contemporary denim, colourful essentials, classic shirts, fluorescent T shirts and, of course, our iconic stripes. Strong pieces, adapted to fit kids, teens and women alike, while staying unmistakably AO76.

One detail remains unmistakably AO76: size 18. Instead of introducing traditional women’s sizes, the capsule stays within AO76’s own sizing language. As 18 symbolically marks the step into adulthood, it becomes the size for the grown up AO76 collection, keeping the brand’s identity as a kidswear label firmly at its core.

Almost a decade later, mothers and daughters can once again wear AO76 side by side. Different generations, the same AO76 spirit. And this time, mums don’t have to borrow from the kids.

Available from 10 October exclusively in our 7 AO76 flagship stores and not online. With only 10 pieces per style in size 18 available in each store, the womenswear capsule is a true limited edition.