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!

Just stunning. Nightdresses and party dresses of dreams with a gorgeous neon twist.
Bonita Turner, Editor of Junior
I love this collection. It’s very ‘me’. The rainbow smock nightdress is one of my favourite pieces from the entire awards!
Charlotte Kewley, Children’s Stylist
Great new take on traditional smocking. Love the vibrant stitching ,really adds a modern touch on these beautifully crafted clothes.
Tracey Jacob, Children’s Stylist and Brand Consultant
I am blown away by the balance between vintage and traditional and contemporary. The neon detail really packs a punch and is so eye catching. Lucky are the stylish kids who get to wear this brand.
Yvadney Davis, Children’s Stylist

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.

Need to get myself some of this! There’s such a lack of nice breastfeeding friendly activewear.
Charlotte Kewley, Children’s Stylist
Yes pregnant women and new mums want to work out. What a brilliant concept! Very stylish colours and I love the breathable, functional fabrics and handy zips!
Yvadney Davis, Children’s Stylist

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.

I’m very much enjoying the overall look, colour palette and feel of this collection. Congratulations on the launch and getting through such a traumatic time!
Charlotte Kewley, Children’s Stylist
I love these dresses, beautiful quality.
Leonie Freeman, Children’s lifestyle and fashion photographer
Beautifully crafted vintage inspired collection.
Tracey Jacob, Children’s Stylist
Timeless clothing that has a heritage, well-loved feel, perfect for being handed down through siblings and even generations. I particularly love the warm colour palette and knits that look handmade!
Yvadney Davis, Children’s Stylist

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.

I absolutely love these t-shirts that give children a surprise and a wonderful confidence boost every time they look in the mirror. Such a great idea.
Bonita Turner, Editor of Junior
Such a brilliant idea and so relevant right now.
Charlotte Kewley, Children’s Stylist
A great idea behind this cool tee brand - such a positive message for kids. A good way to start the day - love it.
Tracey Jacob, Children’s Stylist and Brand Consultant

WHERE: The Tur Shirt Company

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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.

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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.