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Elfie: Best UK Fashion Brand, Junior Design Awards 2014 HIGHLY COMMENDED

What the brand says, what the judges thought and where to buy...

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They Say:

"As a British children’s brand, being charming and unique is high on our agenda. We take inspiration from vintage hand-me-downs, and styling them with sparkly capes, wizard hats and glitter shoes, give traditional clothes a modern edge; designing outfits from fairy-tales pioneered by robust children that explore the outdoors, creating adventures. So when playtime ends, and bath time begins, their clothes can be thrown into the wash, soon ready for their next excursion. Ultimately, our aim is to provide fun, magical and durable designs, and our wish is to see other families enjoying them from one generation to the next.

Family Fun: Elfie is a homegrown brand created by two sisters. We were inspired by childhood memories of the clothes that we wore and the stories we read, to reinvent a traditional style mixed with contemporary influences. Now my children and their friends front our advertising campaigns, which we shoot at home, and the tales of their adventures are documented on our vibrant Instagram account.

Finding their own style: We want children to interact with our clothing. By designing each collection with complementing colour tones, it encourages our little elfin ones to experiment and find their own style. We want to push conventional matching tops and bottoms with clothes that encourage layering and mix'n'match. Once complete, their Mamas send in their imaginative selfies to our 'Elfie Selfie page’, showcasing their looks on our online gallery.

Savvy Spenders: As a mother and auntie we understand the importance of clever shopping and the desire to buy it all!  Our 'Get the Look' page is designed to help customers buy a complete outfit with beautiful visuals illustrating outfits and a bonus special discount when all is selected! 

Elfie World: We invite our customers to immerse themselves in our Elfie world. “Pocket money buys” are fun little handcrafted toys perfect for kids to enjoy and collect. Our Interiors and Prints section helps Mama's turn their kid's bedrooms into fairytale nurseries. And our Instagram and blog, is full of handy tips, tricks and reviews all sprinkled with a little bit of Elfie."

Judges Comments:

"Elfie is a destination place to shop for fun and playful, yet beautifully crafted, vintage style children's fashion. Aside from the lovely dresses and adorable babywear, we love the handmade toys, and the touch of magic that is brought by the delightful packaging the clothing arrives in, and the amazing accessories - must be experienced to be believed!"

Where to Buy:


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Posted: 27/03/2018 at 11:17

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