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Petit Bateau is getting interesting for grown-ups. When we got the Spring lookbook featuring model Anne-Marie Van Dijk in super-sexy au pair mode we thought it might be an indirect challenge to American Apparel. Then we heard about the Petit Bateau x Kitsuné tee, and today came news that ‘s Ben Goldwasser and Andrew VanWyngarden will star in the upcoming ad campaign. What’s next for the 100-plus-year-old French line best known for its charming childrenswear? Its new Milleraies of the Earth collection of organic cotton clothes for newborns hits stores later this month. Well played, PB, well played.

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