South west Londoners – you don’t have to stray far for the hottest summer kidswear. Check out these five local designers creating cool looks for kids from miniature holiday kaftans to a fab design-your-own-pyjamas kit…


Having worked as a buyer for Liberty, Clapham-based Jenny Voyce launched her label Well Grounded Co for young urbanites in 2016. ‘I think city kids have an idealised view of the countryside, so I played on that with wigwams, racoons, leaves and arrows, which are designed by London illustrators.’ Voyce, a mother of two daughters, wanted to capture a ‘70s style and uses a muted colour palette and nostalgic designs. ‘I went for practical shapes, such as the culotte pinafore dress, so girls can do handstands without showing their pants, and there are big pockets. Boys aren’t forgotten – sweatshirt bomber jackets and tees are wardrobe staples. They’re built to last: ‘It’s not “fast fashion”, far from it; it’s fashion for kids to be worn for more than one season, and to be passed on when they’ve grown up. We’ve taken great care to choose ethical suppliers.’

octavia hix

Sitting on a beach in the Maldives, Victoria Thompson started thinking about a dress that could work for both day and night on holiday. ‘Back in Fulham I talked to my sister, Hattie, who immediately came on board – we launched in 2016. Our prints are inspired by the places we’ve travelled to and loved, that mean something to us, such as Zanzibar and Rio,’ explains Thompson. ‘We decided to make four of the prints into “mini me” styles for little girls up to age 8.’ Made of super-soft, breathable rayon, the kaftans are trimmed with pom poms, and have sensibly cut necklines and full-length sleeves, keeping young sensitive skin out of the sun. With five new prints and four new styles coming to womenswear this SS17, keep your eye out for some more ‘mini me’ options. And the rather gorgeous girl in the photos is in-house model Octavia, daughter of Victoria and a bona fide fashionista in the making.


Little Borne is the brainchild of Balhamite Christine Koelnberger, who wanted plain staples for her three kids of the highest quality and optimum design. With her background as a successful womenswear designer, Christine started Little Borne to ‘solve some of the big problems that little people have with their clothes.’ Establishing the brand with her sweater and joggers combo, Christine has kept a sharp focus on her original concept and stayed true from design to production. ‘Both the sweater and joggers have a relaxed, cool Mediterranean cut, the sweater has a spacious raglan sleeve and the head opening is a little bit wider than normal for easy access while the jogger has a low crotch and a “never-slip-down” double waistband for comfort.’ Designed with kids in mind, there are special features such as enormous pockets and a loop in the side seam to attach a key ring. All labels are on the outside so they don’t itch and there are extra support patches for ‘no ouch’ elbows and knees. With five unisex colours to choose from, you’ll be hard pushed to get your kids out of these all-year-round separates.

 lala and bea

After meeting at Winchester School of Art during their fashion degree, Lala and Bea founders Caroline Begley and Katie Greatrix moved to SW London and pursued their dreams, working at Jack Wills, White Stuff and Marie Chantal. After having four children between them, they founded kids brand Lala & Bea, named after their eldest children. ‘Our label is a family brand with unisex products, organic materials where possible, and is predominantly made in the UK,’ explains Begley. ‘Supporting British industry is very important to us because we can meet everyone in the supply chain.’ Begley is the chief designer, with Katie heading up merchandising, packaging and customer relations. ‘We wanted to produce lovely things for boys and girls that were great quality, would wash well and could be passed down regardless of gender.’ The ‘Design Your Own Pyjamas’ are a bestseller and the sweats range, printed in Somerset using organic water-based ink, have proven so popular, that they’ve even included some adult options.

scarlet ribbon

Clapham mum Stephanie Eynon hails from Australia and it was her in-built passion for merino wool that led to the launch of her brand Scarlet Ribbon Merino in 2014, following the birth of her third child. ‘In my native Australia, I grew up wearing merino wool. I love it! It is such an incredible fibre that is unrivalled in its functional qualities, which together with its natural beauty make it truly unique. Warm in winter, cool in summer, beautifully soft, comfortable and resistant to pilling, merino has always been my first choice choosing knitwear or activewear for myself. ‘When I had children, I learnt more about the benefits of dressing your baby in merino to ensure their safety and comfort. Wanting to dress my children in warm, natural, breathable fibres, I found it frustrating that much of knitwear available in the UK contained either no wool at all or very little.’ Eynon’s career background in trade and export helped her navigate the daunting production process and she has created a core collection of daywear that is natural, practical and luxurious, but with a competitive price tag. It’s affordable, smart, it looks nice and it washes so well, you’ll be able to pass it from your first born to your last,’ smiles Eynon.