10 childrenswear fashion brands loved by the royal family

princess charlotte

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2021 is set to be a bumper year for royal babies with four little ones born recently or due soon, including the latest family addition, Lilibet ‘Lili’ Diana Mountbatten-Windsor. When it comes to fashion though, which labels have the royal seal of approval? Where do they go to buy the vintage-inspired smock dresses, luxury cashmere and personalised nightwear worn by the young members of the clan? We look round-up the childrenswear brands loved by the royal family.

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Archie Mountbatten-Windsor hasn’t been seen out in public as much as his cousins but we had a rare glimpse of him in 2020 as he graced the Duke and Duchess of Sussex’s Christmas card, wearing an adorable cashmere polar bear jumper from Boden. The British label is renowned for its modern patterns, playful designs and bright colours. The Duchess of Cambridge is also a fan, having dressed herself and Princess Charlotte in its creations.



Pepa & Co

Pippa Middleton chose to dress her flower girls and page boys in Pepa & Co for her wedding to James Matthews in 2017, and among them were Prince George and Princess Charlotte. It’s not the first time that the royal children have worn the Spanish label, which is characterised by vintage prints, traditional cuts and frilled sleeves; Princess Charlotte was seen in a Pepa & Co dress when the royal family toured Canada in 2016.



My 1st Years

What do you wear to meet the American president? Some stylish nightwear of course. Prince George met Barack Obama in 2016 in a gingham trim dressing gown, personalised with his name, from My 1st Years. The brand is renowned for its customised baby gifts and sells everything from rucksacks to soft toys – all of which can be named.




It’s not really surprising that the royals have turned to this luxury children’s label to dress their children – the brand’s creator is royal herself. Princess Marie-Chantal is married to the Crown Prince of Greece and designs luxury childrenswear with playful details: think angel wings, embroidered crowns and cashmere accessories. Princess Charlotte has worn several MC creations, including one of their scarves in her second birthday portrait.



La Coqueta Kids

When the royals want to dress their children in traditional blouses, ditsy prints and Mary Jane shoes, they head straight to La Coqueta Kids. The London-based label was only established in 2013 by Spaniard Celia Muñoz, but is famous for nostalgic children’s designs that evoke a simpler time. Prince Louis and Princess Charlotte are regular wearers.



Fina Ejerique

Another favourite Spanish label for the royal family is Fina Ejerique, a brand that specialises in frilled details, gingham and striped prints and adorable knitwear. It’s the latter that the royals seem to love and Princess Charlotte has been spotted in one of their wool cardigans or jumpers on several occasions.



Elfie London

This British brand designs children’s clothes that look like they have fallen straight out of a fairytale, but are robust enough for little ones to frolic about in. Dresses have smocking, floral prints and playful embroidery, while trousers boast statement tartan and gingham prints in bold colours. Prince Louis was dressed in an Elfie London knit for his first birthday portrait in 2019.



Aden and Anais

The first time we saw Prince George in 2013, he was wrapped in an Aden and Anais swaddle. The royal was introduced to the world on the steps of St Mary’s Hospital in a bird print design that instantly sold out. The brand, which was founded by an Australian mum, creates luxury muslin swaddles and blankets, decorated in fun, colourful prints.


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