Junior Design Awards 2017 for Best UK Children's Fashion Brand
Our homegrown talent is second to none and we are super proud to present the winners of this very exciting category. Featuring designers who make us grin ear to ear with their quirky, beautifully made, life cheering clothes, these brands embody the best of British fashion in every sense.
THE PLATINUM AWARD FOR BEST UK CHILDREN'S FASHION BRAND IS... LITTLE BIRD BY JOOLS OLIVER
It's hard to believe that Mothercare's hugely successful Little Bird collection, co-designed by mother of five Jools Oliver turned five this year. With a seemingly bottomless reservoir of imaginative, cockle-warming ideas, the label's Spring/Summer 17 collection is stronger than ever, featuring their usual array of gorgeous, well made separates, all with a nostalgic 70's filter.
Rainbow motifs, faux patchwork prints and retro graphics made this award entry pop out from the rails and the judges were all in agreement that the brand offers incredible value and quality for money.
Congratulations Little Bird and thank you for making getting kids dressed so much fun.
Junior Editor Bonita said,
"I'm thrilled Little Bird has scooped platinum as I've been a massive fan since its launch when I was 8 months pregnant - I have continued to dress my daughter in Little Bird ever since she was born. One thing's for sure, when you become a fan of Little Bird you stay a fan and you become fiercely loyal. It's been lovely to watch this brand grow, see the love that Jools and her team put into every collection and watch it become a somewhat of a national treasure too!"
THE GOLD AWARD FOR BEST UK CHILDREN'S FASHION BRAND IS... ELFIE
Independent British childrenswear label Elfie makes the kind of clothes you'd expect to find in the long forgotten dressing up box of a baronial home. What we're trying to say is that these clothes are something very special indeed and look like treasured, handmade pieces from a bygone era (any point from the 1800s up to the 1970's we'd say if pressed) with an extra spoonful of magic thrown in.
Inspired by the work of classic children’s illustrators like Arthur Rackham, Richard Scarry and Elsa Beskow, Elfie's clothes have the same attention to detail and sense of wonder about them. Their smocking with playful embroidery, floral prints and hand knits in rich colours delighted the Junior Design Awards judges too.
Especially Lisa Mehydene of Edit 58 in particular who said "I Love the whimsical designs and traditional fabrics and styles." Pearl Lowe added "Elfie is very English. Quirky and a little bit different - I like that!" Hear, hear!
THE SILVER AWARD FOR BEST UK CHILDREN'S FASHION BRAND IS... PEACHEYBOO
Peacheyboo, the Brighton based label designed by mother and daughter team Lesley Goudman-Peachey and Hannah Peachey presented a strong collection of casual, unisex separates for kids aged zero to eleven with a distinctly cool and contemporary feel.
This collection features bold graphic stripes and 'wild animals with attitude' motifs that range from armadillos to lemurs. With simple cuts in soft cotton fabrics these clothes not only look good but are comfortable and resilient enough to withstand the demands of your own wild animals - no matter how much attitude they display.
Designed and made in Britain using a range of beautiful materials including organic cotton. Peacheyboo continue to evolve as a Made in Britain brand, bringing exciting, modern apparel to the children's wear industry.
THE PLATINUM AWARD FOR BEST UK CHILDREN'S FASHION BRAND IS... LOVE MADE LOVE
The incredibly twirly, swirly flamboyant dresses and capes from Love Made Love's Autumn Winter 2017-2018 collection are the stuff of little girls' dreams.
Blown up floral prints, layers of lace and faux fur trims gave this Nutcracker themed collection a luxurious yet playful feel with an added dash of drama. With huge emphasis placed on cut, fit and quality these high end clothes veer towards the couture side of children's fashion and will be on many mini fashionistas' birthday and Christmas wish lists.
Judge Pearl Lowe was particularly taken with Love Made Love and wrote succinctly, "I really like this brand."