I first discovered What Mother Made through one of my favourite boutiques for baby & kids gems – Luna & Curious – one of their stockists. They’re a London based kidswear label catering for 0-8-year-olds. The styles are handmade, with a vintage-inspired feel but bright, fun and playful. Clothes that your kids will actually probably want to wear. I love the baby doll dresses they do each season and the gingham check playsuit is one of my summer favourites – it’s in my baby edit here and I’ve featured it in at least one magazine that I contribute to so far too. They also do some super cute sunhats which go up to 4+ years (good ones in larger sizes can be surprisingly hard to find).

But the main reason I’m writing about them as my brand of the week is because they’re doing something really exciting (and quite brave) next week. OPENING AN ACTUAL SHOP. It’s in Hackney, East London – 192 Well Street, E9.  It’ll stock their own collections plus footwear, books, toys and lifestyle items from other carefully selected brands (Honest Skincare, Olli Ella, A Folk Tale etc) and it’ll also double up as their studio offering a personalised service, customers can customise their orders and collect them within a few hours.

I say it’s exciting and brave because, obviously, shops are expensive to run, a lot are closing down to focus purely on online sales… but I really, really hope it’s massively successful. I love a good browse round an actual shop. And it’ll be lovely to have more of them. It also just happens to be fairly local to me so I, for one, can’t wait to be a regular.

See below for my edit of the best bits from the spring/summer collection. Click on the pics to go directly to the What Mother Made website to buy…


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