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Piccolina Launches Lifestyle Brand Encouraging Young Girls

Girls wearing the Frida Kahlo and Amelia Earhart tees, which are sold with a book about each of the women depicted. Photo courtesy of Piccolina.

Piccolina, a lifestyle brand dedicated to empowering girls and breaking gender stereotypes, announced its launch with a limited-edition T-shirt collection. The collection, available at on the brand’s website and other retailers, will feature 12 portraits illustrated by emerging artists.

Honoring a range of female trailblazers, including Malala Yousafzai, Frida Kahlo, Ruth Bader Ginsburg and more, six designs are available now, with an additional six rolling out in early November. A portion of the shirts’ proceeds (retailing at $28) will benefit non-profit organizations that support girls’ education and empowerment, such as Malala Fund and Step Up.

Piccolina’s first full seasonal apparel collection of easy and playful dresses, skirts, tees and leggings will become available online and in select boutiques in February 2020. All of the brand’s clothing is designed around enriching themes that promote a sense of curiosity and adventure in the children who wear them. Piccolina’s product offerings will also expand to include toys, home goods and other items.

“For years, I’ve been frustrated with my experiences shopping for my daughter because almost all of the options available reinforce gender stereotypes that I’ve worked so hard to break,” said Heide Iravani, Piccolina founder and CEO. “At Piccolina, we make products that show girls from the time they are toddlers there is no limit on what is interesting or achievable in life.”

Iravani’s personal background includes helping communities in rural Jordan and Nicaragua gain access to electricity and water, participating in high impact social justice litigation to protect worker and immigrant rights in the US, and becoming the first mother in her Wall Street investment banking group. She has over ten years of experience in tech startup operations and customer success, investment banking and corporate law and is a mother of three. Piccolina’s co-founder Emily Clifford brings 13 years of merchandising and buying experience at Donna Karan and is also a mother of two.

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