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Rachel Riley Q&A - Best UK children's fashion brand 2014 - WINNER

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

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Rachel Riley, Managing Director

What did you love to wear as a child?

I was a child model, so I have photos of when I was four wearing a black velvet mini-dress with ivory lace collar, and a photoshoot for Hamley’s wearing a camel mini-dress with T-bar shoes: very sixties, very ‘on-trend’!

How does it feel when you see a child wearing your designs?

I am always moved when I see people wearing my clothes, and call me biased, but I always think they stand out in the street! Often my customers tell me that people come up to them when they are out and comment on how nice they look! Once I met a mother and daughter coming out of a store on Oxford Street wearing my clothes, as I was walking in, and I am always tempted to say something – sometimes I introduce myself, but usually I admire them from afar!

Where do you find design inspiration?  

Everywhere and anywhere – sitting on the bus if I see colour combinations that I like, or looking out of the window and seeing the changing of the guard which might inspire a print. I go to the flea-markets and have done since I was a teenager, so I have a large collection of vintage prints.

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.


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