Children’s fashion has experienced significant growth in recent years, evolving from small boutique sections to full-fledged shops dedicated to kids’ clothing. The perfect combination of flair and practicality has proven to be a hit with young fashion enthusiasts. Deborah Medhurst, the creative force behind the cult kids’ label no added sugar for 17 years, launched The Middle Daughter in 2018, a collection of fashionable girls’ wear that is making waves in the industry.
The Middle Daughter offers a modern and edited wardrobe for girls. According to Medhurst, parents have become more open-minded and comfortable with individuality in dressing their children compared to when she first started in the industry. The mini-me or “twinning” dressing trend has given designers more freedom to experiment with styles typically associated with women’s fashion.
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After spending years developing the no added sugar brand, Medhurst and her partner Ric Ramswell decided to try something more experimental with The Middle Daughter. The brand aimed to offer a modern and edited wardrobe that combines the quietly beautiful with the stand-out for the modern girl.
The couple’s journey into kids’ fashion began accidentally, with no master plan or aspirations to be in the fashion industry. After the birth of their first child, Medhurst noticed a lack of witty pieces for babies in the market. This led her to create a small range of slogan T-shirts, which quickly gained popularity.
The rise of designer kids’ fashion can be attributed to the explosion of celebrities and their babies in the 90s, which created a new appetite for kids’ wear. The market saw established adult fashion brands introducing kids’ wear lines for the first time, leading to the growth of kids’ fashion trade shows and publications.
Now living in Hampshire with their sons, Gabriel and Lucien, Medhurst describes The Middle Daughter as “the girl they never had.” The couple steered the brand in a gentler direction, focusing on offering good products and customer care.
When asked who they would like to dress in an interview, Medhurst admits she is not well-versed in current entertainment figures, as they gave up having a television over 19 years ago. Instead, she would choose her younger self and gift her the voluminous dresses from their collection.
The Middle Daughter’s SS23 collection draws inspiration from the vibrant colors and traditional Greek costumes, evoking the essence of a sun-drenched Mediterranean getaway. With blindingly white walls set against the backdrop of the scorching sun, the collection features a bold color palette that includes deep cobalt blue, fiery orange, ‘sour-lemon’ yellow, black, and ‘taramasalata’ pink. These vivid hues are complemented by cooler tones such as all-white, stone, and caramel in poplins and voile fabrics. The joyful multi-stripe design brings all these colors together harmoniously.
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Influenced by Greek traditional attire, the collection showcases silhouettes with the flirtiest and fullest mid-thigh skirts, bouffant sleeves, and square necklines. Intricate details such as smocking, crochet lace, and pleated hems add a touch of sophistication, blending contemporary fashion with timeless elements, perfect for the modern girl who appreciates the charm of cultural influences.
The Middle Daughter has become a global brand, with international stockists outweighing their UK stores. Despite the absence of trade shows this season, the brand has managed to thrive during the challenging summer.
As the fashion industry potentially moves towards a more pared-back approach in response to changing values and a shift away from over-consumption, it will be interesting to see how The Middle Daughter continues to evolve. Medhurst herself is a middle daughter, and she believes that the brand embodies the unique spirit and energy often associated with middle daughters.
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For more information visit: https://themiddledaughter.co.uk/