Best UK Children’s Fashion Brand | Junior Design Awards 2021

WINNER OF BEST UK CHILDREN’S FASHION BRAND: PLATINUM

WHO: Little Cotton Clothes
WHAT: Children’s clothing brand with a firm nod to tradition and nostalgia

WHY: Little House on the Prairie? Anne of Green Gables? A 1970’s photo album full of birthday parties and picnics? If these are your idea of bookshelf heaven, then you will love Little Cotton Clothes as much as our judges did. This collection of cotton prairie dresses, rompers, blouses and bloomers wowed our panel who loved the fresh light feel of the vintage inspired prints, the traditional cuts so beautifully executed and the fabulous quality of all their pieces. The JDA judges were also excited to see how much love and imagination had gone into the world of Little Cotton Clothes, with the recent addition of Albetta cloth dolls wearing miniature versions of the core collection as well as a range of womenswear in the same adorable prints as the childrenwear. The feel that this was very much a hands on, family business with the warmest of touches, was very much evident. Congratulations Imogen and Leonie!

Just the most charming collection of pretty pieces. Simple but with a little something truly special about each piece. I’m a big fan of Little Cotton Clothes and would quite like to dress my daughters head-to-toe in it!

Really beautiful clothes for girls. You can feel the quality. Love these dresses!

An exemplary example of beautifully made and designed clothes. Such lovely sustainable cotton and I just love the charming designs.

WHERE: Little Cotton Clothes

WINNER OF BEST UK CHILDREN’S FASHION BRAND: GOLD

WHO: Little Bird by Jools Oliver exclusively at NEXT
WHAT: Children’s clothing with an upbeat, retro feel
WHY: This range of clothing really made our judges smile who were all delighted to see that Little Bird was back, spreading its rays of sunshine over children and adults alike! Having taken a two-year hiatus when Mothercare sadly folded, Little Bird has now formed a brilliant collaboration with NEXT and the immense pride and joy that Jools Oliver takes in designing this label was more than evident to our panel. The cutest rainbow high tops ever, were coveted by many, the 80’s inspired separates and cute slogans were pitch perfect and amongst the fun stuff there were also some truly stunning pieces, including a sunset stripe jumper and a fresh gingham dress that would sit in any high end boutique. Our judges felt this was a triumphant return collection that cements Little Bird’s reputation as a real high street gem.

We were absolutely thrilled at Junior HQ when we heard Little Bird were back in business! So happy that NEXT has given this much loved brand a new lease of life! HAPPY DAYS! as Mr. Little Bird (AKA Jamie Oliver) would say!

A brilliant retro fun kids collection as always from Little Bird. Clothes that children will love and want to play in. A real ‘let them be little’ vibe which I love!

I always love Little Bird’s clothes. So fun and bright, nostalgic... reminds me of what my mum used to dress me in! Love the retro prints and rainbow colours.

I love the mix of retro and new, fantastic prints and fun slogans, what a bright and cheerful collection after such a dark year.

WHERE: NEXT

WINNER OF BEST UK CHILDREN’S FASHION BRAND: SILVER

WHO: Smock London
WHAT: Modern smocking for the 21st Century girl.
WHY: Just beautiful, was a comment we heard time and time again when the judges came to this brand. The exquisite smocking details in stand out shades of neon and rainbow really caught our judges’ attention who loved the new breath of life given to this heritage craft with new woven motifs and singing threads. But perhaps the reason this brand was loved most of all was because the quality more than matched the freshness of each piece. The beautiful classic designs, liberty fabrics and soft cottons were all immaculately finished giving this brand a wonderfully premium feel. Our panel also loved extra touches such as each garment being given the name of a historical female figure, in line with the brand’s feminist ethos and the fact that for every item sold, Smock London donates an item to a child in need and plants a tree.

The rainbow smocked nightdress was one of my awards highlights! I just love how they’ve taken such a traditional design and made it fun, cool and modern. My daughter would definitely wear this for daytime with sandals too!

WHERE: Smock London

WINNER OF BEST UK CHILDREN’S FASHION BRAND: JOINT BRONZE

WHO: Mr Wolf Kids
WHAT: A family run, ethical, unisex childrenswear brand
WHY: This fabulously bright and beautiful clothing brand really excited our judges who loved not only the fresh bold prints but the whole ethos behind the collection. Mr Wolf Kids was founded by a mum of two with a background in fashion who wanted to set up an ethically minded, affordable and bespoke kid’s brand with slow fashion credentials. And she did it! This label is season less, made to order - thus eliminating overstock- and designed and manufactured in the UK. Our panel was also excited to hear that even the off-cuts are used and made into accessories such as sunglass cases and bunting, creating practically zero waste. Brilliant!

A fun, happy collection. I can’t imagine any kids not being delighted to wear this!

Such charming prints!!!

Fantastic that this collection goes up to age 11. More fun for longer!

WHERE: Mr Wolf Kids

WINNER OF BEST UK CHILDREN’S FASHION BRAND: JOINT BRONZE

WHO: Pickle
WHAT: Super comfortable kids clothes with a bright graphic aesthetic

WHY: Our judges loved this sweet collection of soft jersey separates that looked wonderfully soft and easy to wear. Simple bright graphics with a pared back feel gave all these pieces a really cool vibe and the quality felt fantastic. A sweatshirt covered in swirling waves really stood out as did a yellow checked romper suit that looked like it would be so easy to dress babies in while keeping them looking cute and stylish. Our panel felt this was a really strong collection that children would love to wear.

So great to see a stylish homegrown and homemade brand creating such cool kids wear, I love the gritty pastels!

WHERE: Pickle