When we first saw the brand introduced on Instagram with a quirky shot of a mussy haired girl wearing a gorgeous retro floral print we were instantly smitten as were several other influencers and stylists sending love hearts and missives. Emma Paton AKA Finlay Fox and Charlotte Jacklin were the first to comment on how much they loved the brand.
The brainchild of the former No Added Sugar founder Deborah Medhurst and her partner Ric Ramswell, the brand will launch for Autumn Winter ‘19 offering fashion-forward collections exclusively for girls aged 4–14yrs. From what we’ve seen so far there is a large dose of No Added Sugar’s distinctive cuts and bold use of colour but with an added sense of the whimsical, a dash of nostalgia and overall, a slightly lighter touch. Add to this a promise of a more competitively priced collection and crucially, the extended age range, we can see this collection hitting the mark for many parents looking for an alternative to high street, pre-teen and teen clothing that doesn’t break the bank.
Junior can’t wait for the mischief to begin!
The Middle Daughter will be in-stores July 19 and available at themiddledaughter.co.uk