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Kidswear stars on the rise: six brands to know

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Discover the new upcoming brands and names to note in the vibrant kidswear market.

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Abel & Lula

Launching for spring 19, premium children’s occasionwear label Abel & Lula is the newest entrant to the children’s fashion group Mayoral’s brand mix. Making its UK debut at the INDX Kidswear trade show in Solihull in July, the brand creates classic girl’s dresses and separates for formal occasions. The debut spring collection focuses on pastel colours and tulle fabrics – ruffle detailing gives a sweet, pretty effect. 

Prices for dresses range from €25 (£22.27) to €35 (£31.18).

+34 952 045204

Small Stories

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After 15 years of working as a fashion accessories buyer for brands including Kurt Geiger, Joanna Welch left her career to set up Small Stories in 2017. The brand, which creates boy’s and girl’s clothing for ages 0 to six years, is inspired by childhood creativity and imagination, underpinned by practical construction and sustainable sourcing. Designs feature modern prints that contain checks, polka-dots and clouds among the new spring 19 offer. With five UK wholesale stockists lined up for its debut season, autumn 18, the brand is also launching its own ecommerce site in August.

Prices range from £6 for leggings to £20 for jackets

07703 189 713

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Sugarhill Brighton

“Mini-me” dressing has been a key trend in kidswear for several seasons, and Sugarhill Brighton is adding to the trend for spring 19 with its new children’s styles. Contributing to its existing kidswear offer, the debut mini-me collection comprises seven items mirroring Sugarhill’s bestselling womenswear designs. The unisex collection, for ages 12 months to six years, features 100% organic cotton T-shirts and sweatshirts with bright, playful prints, including rainbows and dinosaurs. Matching styles in womenswear are available in sizes 8 to 16.

Prices range from £6.80 for a T-shirt to £11.90 for knitwear

01273 911393

Iglo & Indi

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Icelandic kidswear brand Iglo & Indi celebrates its 10th anniversary this year, bringing a fresh, vibrant and eclectic take on Scandi-style children’s clothing. Spring 19 designs are inspired by the endless Icelandic summer days, with stars, lightning, fruit, animal prints and bright colours across the collection. The brand currently has 10 UK stockists, including Olive Loves Alfie in London and Duck Duck Goose in Melbourne, Derbyshire. With designs for babies and children up to the age of 11 years, the brand is a quirky, indie favourite.

Prices range from €2 for socks to €66 for a kimono

+354 692 9263

Turtledove London

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London-based brand Turtledove was originally founded in 2016 as a direct-to-consumer brand for kids aged 0 to eight years. With its monochromatic designs and fun patterns, Turtledove quickly gained an enthusiastic following and launched its first wholesale collection for autumn 18, stocked in stores including America’s Nordstrom. Spring 19 is inspired by sand and sky. Pieces are designed to be unisex and multi-wear, and jersey and textured jacquards in organic cotton form the core of the collection.

Prices range from £3 for socks to £16 for dungarees

01788 824 455

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The Bonnie Mob

Central Saint Martins alumna Tracey Samuel founded The Bonnie Mob in 2005, leaving her role as head of knitwear at Sonia Rykiel to launch the kids’ knitwear brand. With styles for children aged  to seven years, The Bonnie Mob is modern and print focused with animal motifs and nature-inspired designs running throughout. For autumn 18, the brand launched a “mini-me” collaboration of animal print sweaters for mother and baby, which will continue into spring 19 and will raise money for the charity Refugee Support.

Prices range from £4.45 for socks to £30.95 for a knit romper

07974 915 682


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