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Nutmeg at Morrisons Q&A with Katy Percival - Best baby fashion brand 2014 - HIGHLY COMMENDED

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

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What is your name and job title?

Katy Percival, Head of Design, Nutmeg at Morrisons 

What did you love to wear as a child?

My mum used to make matching outfits for me and my sister which brings a smile to my face when I picture them. Also, as a child and still to this day I’m renowned for popping on my pj’s as early as tea time if company permits!

What’s so great about children’s fashion?

I love that you can have fun with colour and mixing and matching different print and pattern. I also admire the way children put their own outfits together in fantastic uncoordinated new combinations that look great.

What are the highlights of your autumn winter 2014 collection?

Wild one is a contemporary boys fun range featuring a lovely cable hoodie £10, soft nepp joggers £4 with a really simple palette makes it easy to coordinate all items. I love the delicate designs in Botanical for girls, we have beautiful printed, softly wadded snowsuit £14, a super soft cord pinny with top and tight set £12 and a three pack of tops £7 each being a different shape, print and pattern.

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

I think it’s key to have an awareness of what’s trending, but at Nutmeg we want to create our own identity rather than keeping up with others.

How do you inject a fashion element into baby fashion designs?  

Mainly through colour and print. When we consider silhouette we look try to find most comfortable and appropriate way to interpret a shape, if we can’t achieve this we won’t send the style into production.

What makes your brand stand out in the growing market of baby fashion?

Our thoughtful details are at the heart of everything we do combined with our fresh approach to producing comfortable, lovely clothes at prices that suit every pocket. 

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

I would put on my pink boiler suit circa 1982 and create dance routines to Wham with my best friend Julie Cane

Why did you enter the Junior Design Awards?

I’ve always been an avid reader and follower of Junior and think that you set the bar in terms of style across fashion, travel & lifestyle

What do you predict for the future of children’s fashion? (Innovations, muses, particular fabrics, more mini me ranges…..)

For children’s wear to return to a nostalgic place that celebrates childhood and youth - not trying to be adult. Mum’s and dad’s making and upcycling children’s clothes again as we did they did in the 50’s, 60’s and 70’s. Less throw away and more considered.


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