Our baby and children’s collections are created by the design team in our London HQ. We caught up with our designers, Elizabeth and Charlie, to discover the love, care and attention to detail that goes into every piece.

“Our initial point of inspiration comes from our Research & Development team. It varies from season to season and could be stirred by anything that sparks our imaginations: a place, a book or nature. From there, we gather more in-depth research, from mood boards and fabric swatches to colour palettes and shapes – that’s where our themes really come together.”

“Once we review the story for the season, our job is to translate it into a collection. We meet with our buying team to discuss the number of options we need, as well as the bestsellers we know our customers wouldn’t be without. That way, we have a rough structure of the range before we do any further research. Then the fun begins. We head to London, Paris and other cities across the world, to see what the competition is up to and make sure our ranges are better than the rest!

“Our suppliers are a huge help, too – they let us know any new developments they’re working on and help us find new yarns and fabrications to make sure our pieces are exceptionally comfortable and sustainable, wherever possible. We’re obsessive over little details. From soft-backed embroidery and stretchy waistbands to easy-change sleepsuits, every finishing touch we make is just so.”

“We look at it from two perspectives: that of someone shopping for their own children and that of a gift giver. We work really hard to make sure that for every piece there are ample options to style with it. For those who are gift hunting, our sets make it easy (and come in boxes and mini suitcases that are keepsakes in themselves).”

“All our colours are inspired by nature. We have a signature base of calm, neutral tones that we build on every year with hints of seasonal shades. That way, it’s easy to mix and match across the whole range.”

“We work with carefully selected designers, and their hand-drawn characters and illustrations really bring our pieces to life each season. Mixing them with prints, inspired by vintage fabrics and motifs, that we draw in-house keeps our signature style unique, just like every one of our little customers. My absolute favourite print is our baby safari, because we take the animals on different adventures every year.”

“It’s lovely to mix my own childhood memories with modern fabrics to create the wardrobe I wish I had as a child. Now the children in our customers’ lives get to enjoy them.”