Best Children’s Fashion Retailer | Junior Design Awards 2021

We can finally reveal the winners of the best fashion retailers for children for 2021 in this years Junior Design Awards




WHO: Shan & Toad
WHAT: Shan & Toad – S/S21 Collection
WHY: “So many gorgeous things!”, were the words uttered time and time again by our panel of judges who loved the mix of pretty, stylish and sometimes quirky pieces stocked by this online store. With an incredibly diverse range of brands from all over the world, customers can be sure they will find something special and original here. Founder Shauna, who is also the buyer, has an impeccable eye and our judges felt that this site consistently championed smaller brands giving them a platform to flourish. The panel were also excited to hear that Shan & Toad are placing an emphasis on working with environmentally-friendly brands that employ slow-manufacturing processes. The chic and sleek design of the website that gives a great sense of abundance and excitement without being overwhelming, was another factor that pushed this store up the JDA leaderboard.

This is THE destination for the most exciting and directional kids’ brands. I love how it has been curated. So, so stylish!
Yvadney Davis, Children’s and Teens Stylist
Okay I think I want most things on this website!
Charlotte Kewley, Baby and Children’s Stylist
Love, love this retailer - always on trend and always so beautifully curated.
Tracey Jacob, Children’s Stylist and Brand Consultant

WHERE: Shan & Toad


WHO: Marks & Spencer Kids
WHAT: M&S Children’s Clothing Collection
WHY: This high street brand really knocked the judges socks off with their mix of on trend, high quality pieces that are designed to appeal to both children and parent’s alike. The charming mini me versions of the store’s now established Ghost collaboration were commented on regularly and our industry experts really felt that the quality and finish of all these clothes was second to none for a high street retailer. From the essentials to more on trend, playful pieces, everything was well considered, beautifully made and felt like a pleasure to wear and play in.

Great quality, affordable and covering all bases. You really can’t beat M&S on the high street.
Charlotte Kewley, Children’s Fashion Stylist
This staple high street brand has definitely stepped up to the mark in terms of design - seeing a lot more on trend fashion pieces.
Tracey Jacob, Children’s Fashion Stylist and Brand Consultant
The Ghost collaboration was an absolute triumph. More of this please!!!
Yvadney Davis, Children’s and Teen Fashion Stylist



WHO: thelittleloop
WHAT: An ethical children’s clothing rental subscription service saving money and helping the planet.

WHY: This circular clothing service really excited our judges who were thrilled to hear about a company directly addressing the negative environmental impact of clothes production and waste in children’s fashion. It was heartening to learn that by using this service parents could help give clothes 5x more life, reducing their eco-footprint by 83% and their cost by 70%! The range of ethically produced and eco-friendly brands on offer really impressed our judges and whole idea of a shared wardrobe that can constantly be renewed for much less than buying new, was applauded and applauded – you could say it was a standing ovation! We love the strapline on their website which reads: Let them be heroes. Rent their wardrobe.

Doing brilliant things. A groundbreaking, difficult to execute idea. I’d love to try it out to get the full experience.
Charlotte Kewley, Children’s Stylist and founder @thelittlestylist
A great idea behind this retailer. Good to have more retailers that are taking this approach to fashion.
Tracey Jacob, Children’s Stylist and Brand Consultant
YES to sustainability and a healthy clothes cycle.
Yvadney Davis, Children’s Stylist

WHERE: thelittleloop


WHO: Hornby & Jones
WHAT: A design-led, online childrenswear store with an emphasis on sustainability

WHY: Our judges were all really drawn to this online store which they felt had real heart and substance. The range of ethically produced and sustainably made clothing stocked was exciting and varied and the consumer experience on the website itself was a joy. The panel felt their site design was cool, yet welcoming and everyone agreed that the edit was outstanding. The brand’s strong media presence also impressed.

Gorgeous wearable designs and all beautifully curated.
Tracey Jacob, Children’s Fashion Stylist
I am so inspired by any business that launched during a global pandemic and has done so with such a beautiful offering. Congratulations, a lovely brand!
Yvadney Davis, Children’s Fashion Stylist
A new retailer to me so I’ve taken some time to explore the site and social media and I’m so impressed with the brand edit. Some new brands I’m now following, some I’m already familiar with. All lovely brands presented in an easy to navigate way.
Charlotte Kewley, Children’s Fashion Stylist

WHERE: Hornby & Jones


WHO: Sage Kids
WHAT: A lifestyle boutique for children age 0-10 with an emphasis on sustainability
WHY: Our judges loved the ethos of this children’s lifestyle store, which stocks a wide range of ethically produced clothing, gifts and accessories. As well as being ethically made, the other thing that every item stocked at Sage Kids has in common is that they are simply beautiful! The panel loved this edit of pared back, useful and gorgeous items, including brands like Bonjour Diary, Apolina and The Kind Sunscreen and felt this site was a brilliant destination for ethically minded parents who want every purchase to be thoughtful, kind and beautiful.

Beautiful minimalistic design. Clean and clear.
Bonnie Van Geel, founder
A great edit of some of my personal favourite brands presented beautifully.
Charlotte Kewley, Children’s Fashion Stylist
A great eye for very beautiful products for children. Curated in such a stylish way.
Yvadney Davis, Children’s Fashion Stylist

WHERE: Sage Kids