What is your name and job title?
Cassie Moore Fox, Monsoon Children’s Brand Director
What did you love to wear as a child?
I used to get changed three times a day - there's always an excuse to put on a different outfit.
I was quite sporty so liked Levi's and Converse. I got a sewing machine for my 11th birthday and I cut up my Laura Ashley duvet cover and turned it into a maxi skirt; one of many impromptu outfits. Thankfully, I had very understanding parents!
What’s so great about children’s fashion?
It's fun. Children’s fashion needs to be great quality as it has to stand up to the vigour’s of a child's lifestyle. For Monsoon, we have a benchmark; love me, wear me, pass me on. The endurance of our clothes and handwriting are evident on how much vintage monsoon children's wear is still around.
I recently bought a jacket circa 1996 from a vintage store and it still looked amazing.
What are the highlights of your autumn winter 2014 collection?
Our beautiful coats are a real highlight from the autumn winter collection; they are real investment pieces which set them up for the day.
We have something for everyone this season; lovely wool mix tweeds with super soft fur collars to ruffle back riding coats.
Another highlight is our party range. It’s world class and sells as far as Australia to Aberdeen. Our Estella party dress is so popular it even has its own Pinterest board! The fabrics, embellishment and detail on every piece really set us apart and every outfit is coordinated with matching footwear and accessories.
How important is it to keep up with changing fashion trends?
It's important to have a clear understanding of what's going on and which of those trends are relevant; both to the child, the child’s parents and the brand.
What makes your brand stand out in today’s growing childrenswear market?
Next year, we celebrate 20 years of Monsoon Children. As a brand we deliver the entire outfit- from head to toe. We’re design led business and are known for our innovation on fabrics and embellishment.
Where do you find design inspiration?
I get my inspiration from the Monsoon archive, vintage stores and the catwalk- anywhere and everywhere really!
Do you avoid making girls’ fashion overly ‘girly’? If so, how?
At Monsoon, we embrace girly designs and our party dresses are often the best-selling pieces in the range. Little fashionistas love to wear our ultra girly pieces however, this is balanced with our trend led designs; skinny jeans, sweatshirts, printed tee’s and hoodies which offer something for everyone.
Why did you enter the Junior Design Awards?
We are so proud to be recognised as the best girls' high street fashion brand by Junior magazine, as voted for by such and amazing and talented panel of judges.
What do you predict for the future of children’s fashion?
Next year sees the launch of a new tween collection for Monsoon, for children aged eight to 14 years called Storm. It is fresh, modern and beautifully designed with unique detailing but still retains Monsoons unique handwriting.