[Edaily Reporter KYUNG GYEYOUNG ] The French brand ami, which has sparked a “new luxury” craze in Korea, is officially launching its kids’ line. This strategy aims to capture the rapidly growing children’s apparel market amid the emergence of the “Gold Kids” trend, where parents spare no expense when investing in their children.

SAMSUNG C&T CORPORATION(028260) Ami, imported and distributed by the Fashion Division, announced on the 27th that it has officially launched “Ami Kids,” the brand’s first regular children’s clothing collection, and released new Fall/Winter (FW) 2026 products. Although the brand released a limited-edition kids’ line during last winter’s season, this marks the first time it has introduced “Ami Kids” as a regular collection.

Ami is a casual brand that embodies the cheerful energy and warm wit of French sensibility, characterized by its “Ami de Coeur” heart logo, which combines the letter “A” with a heart. In Korea, it has built a solid fan base and established itself as a leading representative of the “new luxury” trend.

Ami’s decision to officially launch a kids’ collection stems from the rapid growth of the children’s apparel market. Demand for children’s clothing is surging as the “Ten Pocket” phenomenon—where not just parents but the entire family opens their wallets for value-driven purchases for a single child—continues to spread. Through its kids’ collection, Ami aims to allow children and their entire families to experience the brand’s unique values together.

AMI set the concept of its first kids’ collection as “a return to childhood,” reexamining the early years when children’s sense of self begins to form and happiness through friendship first emerges. The collection was designed so that children can naturally experience the brand’s core values—joy, generosity, and solidarity—in their daily lives alongside AMI.

The collection consists of knitwear, cardigans, shirts, pants, and baseball caps featuring the Ami de Coeur logo. It features comfortable silhouettes that allow children to move freely, complemented by the brand’s signature colors and striped patterns.

The new Ami Kids collection is available at Ami’s Hannam flagship store, Ami standalone stores nationwide, and SSF Shop, the online shopping platform of SAMSUNG C&T CORPORATION. To celebrate the collection’s launch, the brand is also hosting customer events both online and offline.

Nam Ho-sung, Team Leader in charge of Ami at SAMSUNG C&T CORPORATION Fashion Division, stated, “The official launch of Ami Kids is highly significant as it expands our brand portfolio, allowing parents and children to share Ami’s unique aesthetic.” He added, “Moving forward, Ami plans to evolve into a casual lifestyle brand that the whole family can experience together, based on our ‘Friendly Luxury’ philosophy.”