Best Fashion Newcomer | Junior Design Awards 2021
To scoop a Junior Design Award for best fashion newcomer, a brand has to have been launched within the last 12 months and of course capture the judges eyes as a brand to watch...
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WINNER OF BEST FASHION NEWCOMER: GOLD
WHO: Smock London
WHAT: Modern smocking for the 21stcentury girl
WHY: Unicorn hair, sour lemon, peach fizz and funky flamingo might sound like sherbet flavours or delicious mocktail ingredients, but they are in fact the names of the zingy neon and rainbow threads that Smock London use for their stunning signature smocking. Breathing new life into an ancient craft, their smocking isn’t shy and retiring but runs riot over liberty print dresses and crisp cotton nightdresses in the most raucous and rebellious way! Apart from the stand out smock work, our judges were also incredibly impressed by the high quality finish of all these pieces and the beautiful, highly wearable vintage inspired silhouettes. With strong ethical and feminist principles core to the brand, Smock London impressed on several levels but perhaps the best news of all was that many of these clothes come in grown up sizes too! Swoon! Huge congratulations on a fabulous debut collection!
WHERE: Smock London
WINNER OF BEST FASHION NEWCOMER: JOINT SILVER
WHO: Natal Active
WHAT: Stylish Activewear for pregnant, postnatal and breastfeeding women
WHY: This thoughtfully designed, high quality and very stylish activewear collection, made especially for mothers who want to stay active through pregnancy and beyond, scored very highly with our judges who felt this brand was supporting women – quite literally – during times in their life when they most needed it. The bump hugging leggings and shorts which have well placed seams so they don’t rub on c section scars and well designed maternity sports bras with every care taken to make sure they are as supportive and friction free as possible, really impressed, as did the discreet nursing zips in all the tops. A much needed confidence boosting and practical range of clothing that will really help mums feel nurtured and supported.
WHERE: Natal Active
WINNER OF BEST FASHION NEWCOMER: JOINT SILVER
WHO: Rashida & Noah Designs
WHAT: A timeless, vintage inspired clothing collection
WHY: Our judges loved this selection of beautiful vintage inspired dresses and separates that had a high quality yet, lovely homespun feel. Fresh, flower strewn and gingham dresses with peter pan collars, popcorn knit cardigans and quality corduroy all worked together to create a wonderfully rustic collection with heart. The panel felt that founder Rashida’s desire to create a brand that celebrates the innocence of childhood, with a magical nostalgic feel had well and truly been met and that these were clothes to be treasured and passed down through families. A wonderful debut collection.
WHERE: Rashida & Noah
WINNER OF BEST FASHION NEWCOMER: BRONZE
WHO: The Tur-Shirt Company
WHAT: The Positive Self-Talk Tur-Shirt
WHY: At first glance these t-shirts look as though they’ve been printed with a secret language – Elvish perhaps or maybe Faerie Gaelic! A definite talking point but the real secret of these t-shirts is revealed when kids look in the mirror! The wonderfully positive messages on these uniquely designed Tur-Shirts can only be read when the children wearing them look at their reflection, reinforcing self-esteem and confidence every time they pass a mirror or shop window! Our judges loved these cool but curious looking tops that turn into powerful messages of self-kindness and self belief. A brilliantly executed idea with long-term morale boosting benefits. Repeat after us: I am brave, I am strong, I am kind, I am loved.
WHERE: The Tur Shirt Company
HIGHLY COMMENDED: Tiny Bunny
This brand was much admired by many of our judges who loved the simple, beautiful design and timeless feel of these pieces designed for both mothers and daughters. An exceptionally stylish way to twin!
HIGHLY COMMENDED: Stork & Co
We couldn’t let the great quality and fun feel of this kid’s clothing brand go unrewarded. Their central ethos to create clothes that fulfil function, fit and fun is a mission accomplished and we know these clothes will make kids feel great and look good.
HIGHLY COMMENDED: Bridie & Bert
Another brand that just had to be shown some JDA love. So many of our judges commented on the high quality feel and gorgeous colours in this range of super soft, towelling beach tops and cover-ups for kids and grown-ups.