New Brand Alert: The Middle Daughter

Sometimes you just know a new label is going to be a huge hit...

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Published: June 26, 2019 at 4:30 pm

We’re not ones to gamble at Junior HQ but if we were to throw our sun hats into the ring we’d bet that soon-to-be launched label, The Middle Daughter is going to be a huge hit.

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.

Our intention is to craft a new story and to take pleasure in the process. We are less obsessed about building an empire and more inspired to unleash this new girl with lashings of mischief!
Deborah Medhurst