Rachel Riley, Managing Director
What’s so great about children’s fashion?
It is fun to work in children’s fashion as it is so whimsical and innocent! Motifs for prints and embroideries can be tongue-in-cheek and playful, and I don’t feel as though we are ‘trying so hard’ as designers for menswear and womenswear. Also, because the pieces are so small, they always have the ‘cute’ factor, and fit doesn’t really matter, as children’s clothes are rarely tight-fitting.
How important is it to keep up with changing fashion trends?
Childrenswear can be timeless and classic as the market is changing all the time. A one year old doesn't have the same needs as a two year old, who is running and jumping, not crawling on the floor! It is important to know what is out there and what other people are doing, but trends come from lots of places, including fashion, but also art, films, travel etc.
What makes your brand stand out in today’s growing childrenswear market?
Maybe it is to buck the trend, and stay traditional and classic when most of our competitors are striving to follow fashion and stay on-trend. Childhood goes so quickly, and it is such an innocent time, I am proud to offer simple clothing, well-made and timeless that contributes to the simplicity of being a child.
If you could be a child again just for one day, what would you do and what would you wear?
I’d wear a red-rose-print dress and go for a picnic with my family, simple times, happy days, it would be sunny and carefree.