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Debenhams Q&A - Best children's fashion department 2014 - WINNER

We meet the designer behind the 2014 Junior Design Award-winning entry

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What is your job?

Head of Design Childrenswear at Debenhams

What did you love to wear as a child?

As a child I was a very practical dresser but at the same time wanted to feel my best and receive compliments on my clothing. Clothing and design has always been a love of mine from a very early age.

What’s so great about children’s fashion?

It allows a more playful approach to dressing, you can be more experimental with colours, patterns and the designs themselves.

What are the highlights of your autumn winter 2014 collections?

AW14 is full of classic pieces such as parka’s, varsity jackets, chunky knitwear and playful dresses all in a variety of print and durable fabrics such as corduroy and denim. It’s a playful nod to fashion but with great attention to detail allowing for the perfect mix of practicality and style.

How important is it to keep up with changing fashion trends?

It is extremely important to be at the forefront of changing fashion trends not only for the development of your own designs and clothing, but for the customer. It is all about delivering wearable and up to date pieces. Parents who buy my Debenhams range want their children to be comfortable and allow for a lot of movement when they are playing – children need clothing with durability.

How does it feel when you see a child wearing your stores’ designs?

I get a sense of achievement and it makes me feel very proud. I love seeing my designs being put to good use.

Why do you think parents are increasingly more interested in what their children are wearing? 

It’s important for children to have an identity themselves, as the world develops with technologies children are becoming more savvy to what other children are wearing, especially those in the press. For parents the interest arises because they want their children to look and feel great.

Why should parents shop for children’s fashion in department stores?

Simply because there is so much choice on offer! Great styles and high quality at a reasonable price point. Debenhams have a huge array of designers who all have their own unique design style which is why it works so well.

Why did you enter the Junior Design Awards?

Debenhams have one of the biggest high street offerings when it comes to childrenswear and are proud to stock such great pieces by household names. We entered the awards to prove we are the best at what we do.

What do you predict for the future of children’s fashion? 

I believe that the future of childrenswear fashion is all about allowing them to dress fashionably, but to still look like children. Of course there will also be a huge focus on what celebrities children are wearing and we need to be able to echo this.


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