The idea to develop a nostalgic clothing collection inspired by Mothercare’s ranges from the 1960s and 70s came from our shared love of vintage children's clothing. We wanted to celebrate our heritage and bring to life beautiful handcrafted pieces harking back to our vintage children's clothing.
the inspiration behind the brand
Starting out in the 1960s, Mothercare has always been an iconic brand. It was the first baby retailer to have a catalogue. So we started by looking back through all the old Mothercare magazines. Pulling out classic pieces for little girls and boys that we thought could be relevant today. There is a resurgence of classic and traditional looks for babies and young children at the moment. You only have to look at the styles modelled by Prince George and Princess Charlotte.
creating a new vintage in our children's clothing
What we loved about Mothercare’s vintage children's clothing collections was all the delicate hand-done techniques. Things that are so often missed off in modern day garments. Beautiful smocking, delicate embroideries and gorgeous vintage floral prints. Contrast piping, classic hand knitted and pointelle jumpers. All of these elements evoked a feeling of preciousness and wanting to buy special pieces for your baby that could turn into family heirlooms. Mothercare is often the destination for parents to buy their child’s first outfits or a pair of shoes. First pieces like these conjure special memories and deserve to be kept as unique mementoes.
With this lovely idea in mind we set about creating mood boards, colour palettes and prints for the collections. Palettes were kept tight as it is a small range with every piece unique in its attention to detail. We wanted to create pieces that would be ideal for gifting and could be worn for special occasions, whilst at the same time being comfortable enough to wear every day. Shapes were kept beautifully classic and simple with a modern twist. Premium fabrics were sourced – texture herringbone cambrics, beautiful dobby textures, tiny houndstooth checks and tweeds.
Once the fabrics were sourced and the sketches finalised the collection really came to life. We worked hand in hand with the clothes makers to ensure every care was taken, even in the smallest of details. All lovingly made, we are really proud of the results.
It is a unique range with a lovely story behind it and we hope that parents and children alike love it as much as we do.
Take a closer look at all our heritage children's clothing.