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Rachel Riley Q&A - Best baby designer fashion brand 2014 - HIGHLY COMMENDED

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

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Rachel Riley, Managing Director

How do you think the birth of Prince George, and now the news of a second royal baby, has affected people’s views on children’s fashion?

He is such a high-profile baby that he has drawn the attention of the world to classic baby clothes, and seeing the Duke and Duchess of Cambridge with their young family has reinforced traditional family values. The media attention, such as the cover of Vanity Fair and so many other magazines, has been interesting to see.

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

Traditional children’s clothes should look modern and right for ‘today’, but still retain classic design. It is as much about the editing, and what remains relevant to what we require from clothing today, such as being comfortable and soft and machine-washable. I like to draw from the rich heritage of the design of children’s clothing from the last century, especially when clothes were hand-made at home, with very simple shapes, and sweet ‘child-like’ details, such as bunny embroidery, or hedgehog intarsia, and of course I love print! Retro styling is very ‘on-trend’ at the moment and ‘what goes around comes around!’

What do you think are the top three items parents should invest in, in terms of baby fashion?

Simple shapes that wash well, that they can wear again and again and never go out of fashion. I remember clothes that I had for my children that reminded me of a certain time in their lives, the striped swimsuit that remind me of ‘that summer’, the fluffy flannel ‘polar bear’ pyjamas that I tucked them up in bed in, and read a book that we loved, or the floral-print dress that my daughter wore when we sat outside and had a picnic tea. Childhood goes so quickly so wearing sweet simple clothes for photos makes them moments to treasure!


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