Fashion: The six new childrenswear names to know
Danielle Wilkins meets the flourishing fashion names to watch out for this season
WEX BABY
Ettie Wexsteen is the creator behind super-stylish label Wex Baby. After working as a buyer for a major player on the British high street, Ettie got a taste for the industry and realised there was a gap in the market for chic, French-inspired children’s clothing. Combining her experience with her sister Sally’s incredible monochrome illustrations, the brand offers cotton, made-to-order unisex t-shirts and sweaters for children aged up to six, designed in Paris – where Ettie’s family hail from – and made in England.
Where do you get your ideas?
“Usually when Sally and I meet up or chat on one of our daily phone calls, that will trigger a bit of a creative explosion. We try to discuss new designs every two months or so, and will put together moodboards which might include current trends, films, prints and general French culture.”
What’s new for Wex Baby this season?
“New designs are released every few months, which carry over into other seasons. Key favourites include our Oui Oui t-shirt and the simplistic Je suis un monstre sweater.”
Describe your brand in three words…
“French, unisex, modern.”
KINGDOM OF ORIGIN
Once in a while, a brand comes along that blows others out of the water with its craftsmanship and fabrics, and designer and mother Vanessa Wright’s Kingdom of Origin did just that when it launched in March 2017. The first collection saw classic British ’60s rock and roll come to the fore, with cool party separates and starlet prints for girls, while this spring sees the launch of the Wild Meadows collection, inspired by the English countryside – think dusky pink linen, playful prints and rain coats. Most importantly, though, the brand retains that focus on ethically made pieces produced right here in the UK.
Where do you get your inspiration?
“When I sketch for a new collection, I think of my daughter Bea – what she loves to wear, her adventurous and sassy spirit, and I’m strongly influenced by beautifully crafted fabrics. With adjustable straps on things like the dungarees, rolled-up hems and cuffs, soft elasticated waistbands and quality fabrics, the idea is that all of Kingdom of Origin’s clothes can be loved and worn through all seasons, and eventually passed down.”
Why girlswear in particular?
“It was my daughter who sparked this whole adventure, so naturally I was inspired to design girlswear. I’d love to launch a line for boys eventually, but it’s early days, so I’m taking one step at a time!”
Describe your brand in three words…
“Beautiful, timeless, ethical.”
I HAVEN’T THE FOGGIEST
Designer Yen Chan worked in womenswear in New York before she launched her girlswear label in the UK. After showing a few pieces to Harrods – who gave its seal of approval and asked her to design a whole collection – I Haven’t The Foggiest was born. Her painterly designs, for girls aged up to 10, feature a pastel palette, expressive brushstrokes depicting sweet florals and birds, and plenty of soft ruffles and silk ribbons. Yen hopes to expand into boys clothing later this year, having designed some gender-neutral pieces in a polar fleece fabric for AW18.
How did you come up with the name, I Haven’t The Foggiest?
“I was having dinner with friends, when I was asked what I would call the brand. I answered, ‘you know, I haven’t the foggiest!’ It was my friend Gino Gareza, a talented photographer, who designed the logo.”
Where do you get inspiration?
“Exhibitions, architecture, travel – anything really! I allow my mind to wander.”
Describe your brand in three words…
“Interesting, poetic, free.”
ANOTHER FOX
Modern British label Another Fox, set up by former fashion buyer Andrea Carter in 2016, offers stylish all-over prints and graphics on gender-neutral pieces for kids aged up to six. Not only does Andrea design the range herself, she sources all the fabrics, screen-prints everything by hand, and finishes each garment, too. Watch out for subtle nods to the seaside this spring, with navy stripes, sandy hues and a hand-drawn lobster print.
How did Another Fox come to life?
“The inspiration came when I was pregnant and I struggled to find aspirational childrenswear that wasn’t expensive. I wanted to give parents the option to shop cool over cute without breaking the bank. By the end of my maternity leave, I decided to quit my nine-to-five buying job and focus on Another Fox.”
Where do you get inspiration?
“I research key trends for the season and use that as a starting point – WGSN, Instagram, and street trends. It’s also really important to me that the colour and fit of each piece caters to both boys and girls.”
Describe your brand in three words…
“Fresh, standout, unconventional.”
EVA & INDIE
Eva & Indie’s girls’ collection is a veritable feast of colour and design. Naming the label after her two children, artist Vivian Gaprelian hand-draws her prints, which are digitally printed onto cotton. Her spring collection comprises a selection of great-fitting dresses – think mermaids and musical prints.
How did it all start for Eva & Indie?
“I started off painting images onto fabric, and then I learnt to sew. The idea was to just make clothes for my girls, but then I started getting requests from friends – and friends of friends.”
Where do you get inspiration?
“Many of my ideas just come up when I’m out and about, others will be requests from my girls, and the objects or animals they love.”
Describe your brand in three words…
“Unique, quirky, colourful.”
ONE WE LIKE
With its classic-cut pieces and cool prints, One We Like makes it easy for parents to shop sustainably for their little ones. The brand works with top illustrators and creatives to deliver organic cotton dresses, tops, sweaters, trousers and accessories for babies and kids aged up to 14, with additional pieces for mums, too. Owner, designer and mum-of-three Vicky Springfeldt, who previously started a kids’ brand agency back in Sweden in 2004, now splits her time between Stockholm and London.
Can you talk us through One We Like’s design process?
“It starts early – about a year before items hit the store. I try not to look at what other brands are doing or spend too much time on Instagram or Pinterest at this point – it’s so easy to get distracted. I work with Li, my illustrator, and we play around with lots of ideas until we land in a definite colour scheme and theme for the collection that we both like. It usually takes 100 cups of coffee and as many emails, texts and meetings until we come to a decision…”
What inspired the SS18 range?
“When I started work on this collection, I was saddened by the political climate – both over in the US and here in Sweden, so I really wanted to do a range with a positive vibe and a strong sense of unity. We call it the One World collection. My favourite piece is the yellow sweater with the watercolour peace sign, it’s so happy!”
Describe your brand in three words…
“Timeless, playful, long-lasting.”
