No Added Sugar: the funky British childrenswear brand
It is quite interesting to come across this rather non mainstream childrenswear brand
developedfrom the small idea of designing and selling baby t-shirts. Founded some ten years ago by British designer Deborah Medhurst after she gave birth to her first son, Gabriel, she did a wonderful job introducing contemporary, cutting edge fashion design for growing up children to convey an unbeatable, unmistakable British cool.There are no classic frilly details or pale pastel colours to toy with. Instead, all you have are vibrant, brave colours of the catwalk world: modern, witty outfits with clean silhouettes that combine funky everyday luxury with functionality, combined with an aura of drama tto convey a tantalising humorous edge. It is great weekend leisure fashion for schoolgirls who do not want to look like timid dolls. It encapsulates both trendy appeal as well as childlike playfulness.
No Added Sugar's A/W collection this season exudes a sense of fairytale, emphasising grungy looks and the reconstruction of fabrics, while making use of a bold range of colours such as navy blue, red, purple, chocolate brown and gray. Contenders this season include the striped bustle dressand the witty purple and gray rosette jacketwith dressy ruffles at the hips. The brand has transformed altogether how one looks at children's fashion.
Altogether, I find the outfits they offer, especially winter coats and striped wool dresses, a delightful choice for growing up girls who'd like to affect a Brit cool look. No wonder even fashion-forward Hollywood celebrities like Nicole Kidman or Matt Damon are the brand's followers and dress their kids in No Added Sugar too.
No Added Sugar: the funky British childrenswear brand
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