Strawberry Season 🍓

Summer freshness, juicy new styles and a little bit of magic! Sweet strawberries. Crisp summer cotton. Dresses made for sunshine, parties and a super nostalgic childhood.

HOLLY DRESS

The new Strawberry Holly has arrived. Just when you think that there can't be more ruffles, sweetness and the best colour combo in the world (red and pink of course) we take it to infinity - one of our absolute favourites is here!

GRACIE DRESS

She does what? One dress, two completely different moods. Our Strawberry Gracie is fully reversible, which means when she decides halfway through the day that she'd actually rather be wearing the other dress...

She can.

FLIP THE DRESS! 

No need to undo buttons, no fiddling about, just a new vibe or “let’s give this pretty another spin before wash day”

RUFFLE SHORTS

Strawberry shorts for climbing, cartwheeling, running through sprinklers and whatever she's apparently late for. Deliciously retro with ruffles and real pockets with contrasting lining. Our shorts are comfy but not casual.

THE STRAWBERRY ON TOP

Summer’s not summer unless the ice cream is dripping, you’ve got sunscreen nose and a wide-brimmed hat on top of your head. Our hats aren’t going anywhere and never, ever get lost in a crowd.

A VERY OOBI SUMMER

Strawberries, colour, cotton and clothes made for kids to actually be kids in.

AND I KNOW YOU DIDN’T ASK BUT…

I had a reversible dress when I was little and I loved it with an unreasonable intensity.

The magic was that I could change my entire outfit just by turning it inside out. Apparently I also thought supermarkets were perfectly appropriate changing rooms, which was super fun for my mum.

I remember that dress all these years later. Not really what it looked like, but exactly how it made me feel. 

So when I designed Gracie, that was the bit I wanted to recreate. Two girls dresses is practical. A dress that can magically become another dress when you're five? Much more interesting.

I hope you love our sweet new strawberry collection and if you’ve been with us for a while, a little trip down memory lane. 

Alex x