What is your name and job title?
Harriet Jones, Creative Director
What did you love to wear as a child?
Growing up in the Eighties I had a particular fondness for a pair of burgundy velvet knickerbockers which I wore for special occasions with pale pink ruffle necked shirt and a pair of patent burgundy shoes from Birthday. It was definitely a good look. I also remember being obsessed with a Clothkits padded coat which had little animals in pockets hidden on it – I loved it so much I wore it until it was far too small for me.
What’s so great about children’s fashion and accessories?
The possibilities with children’s fashion and accessories are endless – you can have so much fun with it. Most children when given free reign dress themselves in the craziest outfits with a complete lack of inhibition – and more is always more!
What are the highlights of your autumn winter 2014 collections?
We have used a gorgeous soft grey fabric with a shimmery pale gold spot print which goes across everything from hair bands to jewellery to bags and purses, with a bright pink highlight in the trims – it is so lovely we had to use it on everything!
How important is it to keep up with changing fashion trends?
It’s great to be aware of what’s going on trend wise and give a nod to that, but there is also a balance to be had with keeping your individuality and developing a style for your brand that resonates with your customers. If you can have a sprinkling of both I think you’ve cracked it.
Why do you think parents are increasingly more interested in what their children are wearing?
It feels like a natural development from the increase in information we have with the internet – there is so much more coverage of fashion in general and specifically on celebrities and their children, we are all a lot more aware of it. With this also comes the growth of the children’s market – the availability of fantastic children’s products has widened dramatically at all levels. I think for parents who love clothes and fashion it is natural to want to share this with our children and have fun with that too.
Where do you find design inspiration?
I love kitsch and the fifties, so that is often a starting point, but anything from a sweet wrapper to a clash of colours seen somewhere can spark off an idea.
What would make a great gift for a child from your collection?
Our ditsy bow clasp purse changes from purse to mini bag and back again, with a hidden strap and a stripy mis-matched lining – I think any girl would be pretty chuffed with that!
Why did you enter the Junior Design Awards?
Junior has always recognised creativity and quality of design, which are really important aspects of Rockahula Kids products, so it seemed a good idea to put our faith in the brand to the test and see what you thought of us!
What do you predict for the future of children’s fashion and accessories?
I think there will be even more of a focus in fashion on children’s individuality and holding on to childhood – a resistance to our kids growing up so fast and so much of the market being dominated by clothes that are more adult. It’s lovely for children to be allowed to be young and carefree – they only have that time once.