Founder of childrenswear label Marmalade & Mash, Naomi Langford-Archer, chats to us about why we should all be wearing stripes this summer and taking inspiration from bags...
Marmalade & Mash - striking stripes for SS13
Why did you decide to work in childrenswear?
I found I had more freedom designing childrenswear. It is also so lovely to see children in children's clothes, like at Marmalade & Mash. So many brands these days have lost that innocence.
What are your earliest fashion memories – what did you wear?
A matching trouser and waistcoat outfit in a pink, orange and red big floral print - I loved it! My mum made it for me. She used to make a lot of my clothes, but this was my favourite. We would go and pick the fabric and patterns together. Great memories.
When you think of your childrenswear label, what words spring to mind?
British, fun, sophisticated, child like, traditional yet quirky, timeless and slightly eccentric!
What were your inspirations for the childrenswear SS13 collection?
Antique tea cups, hippy retro motor homes and laid back English seaside lifestyle.
What are your top three tips for dressing children this Spring-Summer?
1. Keep it vibrant
2. Wear florals with stripes
3. Team retro style with classic pieces
Do you have any set style rules when designing for children?
I keep it simple - no frills or fuss. Being understated is key to creating a bold sophisticated piece or outfit that can talk for itself.
What are your top three must have pieces from the SS13 collection?
A playsuit, striped jacket and striped shorts, for both girls and boys
Can you give us your hot tip for autumn winter 2013 childrenswear?
Mix deep autumnal colours with their brighter counterparts for example navy blue with electric blue - this will add depth to any outfit and brighten up the dreary months.
Do you have a muse when you design your collections?
Each season is different - I simply cannot predict where the inspiration will come from. I am constantly 'looking' and it is a great feeling when something just clicks, and you are off! The latest inspiration has come from some bags - not giving away which ones just yet! These will be the basic inspiration for my AW14-15 designs.
How does it feel when you see a child in one of your designs?
Ecstatic! I love to see children happy and playing in my clothes - it means they are comfortable in what they are wearing. Some of the pieces are very luxurious such as the velvet classic jacket and children feel very special wearing them. It's nice.
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