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Little Concept Q&A - Best online children's fashion retailer 2014 - HIGHLY COMMENDED

We meet the founder behind the 2014 Junior Design Award highly commended entry




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What is your name and job title?

Katarina Kamara, Co-founder and CEO, Little Concept

What did you love to wear as a child?

I had a few favorite dresses that I loved to wear all the time, refusing all the new beautiful clothes my parents bought for me.

What’s so great about children’s fashion?

Modern children's fashion is not just a reverberation of adult fashion but a whole new world of styles and trends. It is also very diverse and fabrics are so fine; great fun for parents with passion for dressing children

What are the highlights of your autumn winter 2014 collections online?

I would say outstanding collection for this season is by Caramel Baby &Child, offering an effortless blend of heritage fabrics and finely crafted cuts that are combined with unique prints. Also we are absolutely in love with OEUF knitwear, all handmade in Bolivia, using natural, renewable baby alpaca wool.

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

Every year we discover new upcoming brands that bring new designs that are fun and stylish reflecting the lifestyle of today's families. Our aim is to offer best products for kids that both kids and parents will love. We are so happy that there are such a great opportunities to meet new designers and keep up with changing fashion trends at Playtime, CIFF Kids and many more fashion trade shows for kids.

Why do you think parents should shop online for their children’s fashion?

Shopping online is fun and easy. You can browse through collections from well-established brands and up-and-coming designers from all over the world, and all from the comfort of your home. You can also choose from the cool looks with trends of the season, read interesting articles in the online blog and participate in the many promotions and special events.

How do you decide select products for your online store? 

We handpick our collections from across the globe; our buyers are following latest trends in children’s fashion and are very invested in the design and quality of our products. For us it is also very important to offer high-quality products that are made respectful of environment.

If you could be a child again just for one day, what would you do and what would you wear?

I would wear one of the tops by Soft Gallery with fun print and comfortable trousers. For a day out I would wear Caramel Baby & Child dress as I can't resist their classic styles and fantastic fabrics.

Why did you enter the Junior Design Awards?

We are so happy that we had this great opportunity to participate as we believe Junior is one of the greatest parenting titles, bringing together the best things for kids to the mothers.

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

We that we'll see more exclusive prints and galleries on the fabric.

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