Best Heritage Children’s Fashion Brand (Brands Over 10 Years Old) | Junior Design Awards 2021

Junior believes in things that last - so brands that offer a timeless and classic look with hand-me-down potential always get our vote. So, we love to honour those heritage brands that have paved the way for ten years or more...

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WINNER OF BEST HERITAGE CHILDREN’S FASHION BRAND (BRANDS OVER 10 YEARS OLD): GOLD

WHO: Rachel Riley
WHAT: Luxury Heritage children’s fashion brand and gift service
WHY: Our judges were blown away with the attention to detail that went into the presentation of this collection alone. Rachel Riley’s signature gold embossed, lavender boxes arrived tied with grosgrain ribbons and inside were layers and layers of treasure wrapped in the most heavenly scented tissue paper. This year, in keeping with Rachel Riley’s new online edits of curated gifts, each package was themed and the outfits and co-ordinating teddies, shoes and hair accessories really wowed our judges who felt that this brand had not only moved with the times but continued to provide an incredible selection of high quality, nostalgic clothing with time-honoured details.

A classic, respected brand. The baby collections are particularly cute!
Charlotte Kewley, Baby & Children’s Stylist
Beautifully designed traditional pieces. The finish is gorgeous.
Tracey Jacob, Children’s Stylist & Art Director
Once again we were blown away by Rachel Riley’s incredible edit of luxury clothing and now gifts. Still a favourite with the royals and Junior.
Bonita Turner, Editor of Junior

WHERE: Rachel Riley

WINNER OF BEST HERITAGE CHILDREN’S FASHION BRAND (BRANDS OVER 10 YEARS OLD): SILVER

WHO: Elfie London
WHAT: An independent British childrenswear brand offering equal doses of tradition and whimsy.

WHY: Gingham! Smocking! Embroidery! Ric-rac trims! All our favourite clothing details were present in abundance in this gorgeous collection of baby and children’s clothes. Nostalgic rompers and smocked dresses jostled alongside reversible skirts and stretch jersey pieces with ruffled collars, while plenty of bold gingham checks gave the whole collection a particularly fresh and airy feel. Our judges loved the mix of retro cuts and more classic pieces, which put together, gave a lovely quirky feel. Extra points awarded from many of our judges when they realised the entire collection is machine washable. Congratulation on ten years of magic Elfie London!

I love the playful Elfie take on traditional baby & childrenswear!
Charlotte Kewley, Children’s Stylist
Beautiful! I love the attention to detail and nostalgic styles.
Leonie Freeman, Children’s Photographer
Love that this brand has a fresh approach to traditional pieces.
Tracey Jacob, Children’s Stylist

WHERE: Elfie London

WINNER OF BEST HERITAGE CHILDREN’S FASHION BRAND (BRANDS OVER 10 YEARS OLD): BRONZE

WHO: Mini-la-Mode
WHAT: Luxurious, classic, hand-embroidered babywear

WHY: This collection of beautifully made, traditional babywear really caught our judges’ attention. From the soft Pima cotton and exquisite embroidery, to the traditional cuts and adorable details like edged peter pan collars and contrast piping, the luxury quality of this brand was plain to see and feel. Mini-la-Mode’s sweet collaboration with Beatrix Potter was particularly charming and our panel really felt it complemented the heritage feel of the brand. Our judges were also excited to hear that this brand has strong eco-credentials, using hand picked cotton from family run cooperatives and employing skilled artisans under fair trade practices in Peru. A beautiful collection celebrating 10 years of classic baby wear that can be handed down through generations.

Super pretty with beautiful attention to classic details.
Charlotte Kewley, Children’s Stylist
Beautiful detailing!
Tracey Jacob, Children's Stylist & Art Director
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WHERE: Mini-la-Mode