Mothers and their daughters go shopping at Harrods

Since the birth of one Suri Cruise, lusting after designer childrenswear has become almost as popular as lusting after the latest Mulberry handbag. Add Harper Beckham's exquisite wardrobe into the mix and suddenly we're as obsessed with what a one-year-old is wearing as we are with her mother. Something is definitely happening in fashion for the pre-teens. 'In recent years, we've seen a great emergence in fashion houses expanding their ranges to children's clothing,' Torly Grimshawe, the head of childrenswear at Harrods, says. In fact Grimshawe has recently overseen the redevelopment of the Harrods fourth-floor childrenswear department to cater to this growing market. 'Our customers seek beautifully made items,' she says, 'so we look for brands with a wow factor.' Wow indeed. Lanvin, Marni, Fendi, Chloe and Oscar de la Renta can all be found in a shopping environment as chic as the store's womenswear floors.

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And it is not just Harrods where childrenswear is big business. Dolce & Gabbana's Old Bond Street store windows were recently entirely given over to their children's collection, and Liberty has relaunched its Little Liberty range on a newly decorated third floor where your mini-me can be dressed in Isabel Marant, Acne and Stella McCartney. But children's fashion shouldn't be taken too seriously. 'Kids clothing should always be fun,' Grimshawe says. 'Dressing up is a wonderful way to explore their identity and to express their individual personalities.'

Emily Evans, maternity wear designer, with Starr, eight, Dolly, three,and Pearl, two (pictured above).

When celebrities and the super-stylish such as Elle Macpherson and Gwen Stefani want non-frumpy maternity wear they head to Emily Evans's 9 London store in Sloane Square. As well as saving mothers from unflattering tents, she is the mother of three daughters. The secret of her success? 'A very supportive husband,' she says.

Emily Evans wears silk ruffle dress, £1,150, Lanvin. Dolly wears bouclé jacket, £1,050, and silk puffball skirt, £650, both Lanvin. Starr wears jersey bow T-shirt, £440, Lanvin. Pearl wears brocade dress, £840, Lanvin.

How would you describe your personal style?
I mix a lot of designer with high street. I wear Topshop jeans with an Isabel Marant coat. I really like Balenciaga jackets and I've got some Valentino pieces that are fail-safe.

How do you like to dress your daughters?
The younger two I keep quite classic with dresses and patent party shoes. Starr likes H&M, Chloé and Marc Jacobs. Her favourite clothes are skinny jeans or leggings, and she has a little Chanel-style jacket that is really cute.

What would you like to pass on to your daughters about style and shopping?
Just always be appropriate for the event. That's the kind of thing I've always tried to do myself. I also think if you're slightly overdressed there's never a problem.

READ: Child models gear up for the first Global Kids Fashion Week in London

Can you imagine ever refusing to let Starr leave the house in a particular outfit?
No, probably not, it's part of growing up and I don't think you can get to that end style without making a heck of a lot of errors. I know I did.

Are you saving any of your clothes for your daughters? I'm saving some Chanel handbags, a Birkin and some Balmain jackets that are collectors' items. But they have to realise they've been things I've really wanted and saved up for. They're not to be taken for granted.

*****

Suzanne Clements, designer, and Violet, five

Suzanne Clements is one half of the British design team Clements Ribeiro with her husband, Inacio. Despite being immersed in fashion every day, Clements is wary of her daughter Violet becoming too engrossed with that world. 'I make a point of not bringing her to our shows,' she says. 'I don't want her to be fashion-obsessed.'

Suzanne Clements wears silk dress, £393, Clements Ribeiro (a/w 12, currently reduced from £785). Violet wears floral top, £139, Bonpoint. Photo: Georgia Kuhn.

How would you describe your personal style?
I don't have any kind of formula. I just like what I like and mix things up. I really like clothes but I don't take them that seriously.

How would you describe Violet's style?
I do like Bonpoint for Violet but I don't like a head-to-toe look. She really likes wearing shorts with tights and has hand-me-downs from her brother, who's now 14. We're into oversized at the moment!

Do you like to shop together?
No. I did that a couple of times and realised it was a very bad idea. There's something addictive about it and the more you have the more you want. We did it twice, never again.

How much say does Violet have in how she dresses?
She's been dressing herself since she was one. She sometimes puts outfits together and I don't like them but generally she does her own.

READ: Eenie, Meenie, Mini-Me

Can you imagine ever refusing to let Violet leave the house in a particular outfit?
Definitely. There are certain things I can't stand. I don't like glittery, fluffy things. It's OK to have a bit but I don't like too much froth. When she's a teenager I don't think I'll be able to do anything, she's quite strong-willed.

What would you like to pass on to Violet about style and shopping?
I don't really like fashion rules, just make it up as you go along. Fashion should be fun like that.

*****

Nadege Gallas, director of Miki House Boutique, and Jayla, three

Not your average Wag, Nadege Gallas is more at home in flats and no make-up than fake tan and heels. As well as being the wife of the Tottenham Hotspur player William Gallas and mother to three children, Jayla and boys Leeyan, six, and Isayah, four, Gallas is the driving force behind the launch of the Japanese childrenswear label Miki House in Britain. 'It's really good-quality clothing,' she says of the brand, which has just opened a concession in Harrods. 'Every detail is hand-stitched and that makes it unique.'

Nadege Gallas wears lace dress, £1,095, Dolce & Gabbana. Jayla wears dress, £265, and bag, £90, both Miki House. Photo: Georgia Kuhn.

How would you describe your personal style?
A casual, rock chic look is more my style. Leggings with Isabel Marant shoes. But I have to be honest, I am also addicted to Chanel.

What about Jayla's style?
She likes to choose her coat, gloves, hat and shoes. Her favourite item is a mini version of my Isabel Marant boots, from Bonpoint. And she loves the Miki House trainers. She even sleeps in them.

Do you shop together?
That's my dream, but not now. I hope we'll go shopping and do mother-and-daughter things when she is a bit older.

What did your mother teach you about style?
Neither of us wears make-up. We are very natural. My mum has lots of vintage pieces. She gave me a Jitrois dress and a Birkin bag from the 1980s.

Are you saving any of your clothes for Jayla?
I have already saved pieces for her. I have one really nice dress, a Dior dress made by John Galliano. It's haute couture and my husband gave it to me as a huge surprise. That's definitely for her.

Can you imagine ever refusing to let Jayla leave the house in a particular outfit?
Yes, if it's too short or too vulgar. I hate big fake hair with fake eyelashes and high heels and big boobs. It's horrible, it destroys your beauty.

READ: Stella McCartney launches Little Miss Stella childrenswear

*****

Melissa Odabash, swimwear designer, and Avalon, 11

Melissa Odabash's glamorous swimwear is sold in 48 countries and her two-pieces have been described as 'the Ferraris of the bikini world'. She has two daughters, Alaia, 14, and Avalon. 'I have to be quite strict and delegate,' Odabash says of combining work and motherhood. 'But family always comes first.'

Melissa Odabash wears white wool silk Bar coat dress, £2,800, by Dior. Alaia wears jersey striped dress, £195, Christian Dior. Photo: Georgia Kuhn.

How would you describe your own style?
Laidback. Leather pants, T-shirt and blazers. That's my standard look. Because I move around so much during the day I have to be comfortable. I love J Brand, Tom Ford blazers, and I'm a big fan of Belstaff leather jackets, but it doesn't have to be expensive.

What would be Avalon's perfect outfit?
Avalon is pickier than my older daughter. She has a set look: a short, frilly skirt with tights, a sparkly top and ballerinas. From the age of two she would throw herself on the floor if I didn't find her something pink to wear.

Did your mother take you shopping when you were a child?
She took me to Bergdorf Goodman [in New York], which was a ritual. We went to the same restaurant on the fifth floor and my mother would shop at Chanel. She was a style icon to me.

What do you hope to teach your daughters about style?
If I do events in my shop I make my daughters work, doing the books in the office. I hate so many looks so I'm always teaching them that it's better to be conservative and preppy. You can never go wrong if you stick to a preppy look. You can go to anything and still be presentable.

Can you imagine ever refusing to let them leave the house in a particular outfit?
Absolutely. My mother was so strict with me, and I'm definitely going to be the same. I'm already like that.

*****

Georgina Goodman, shoe designer, and Silva, 11

'You've got to be a master of switching back into being Mum when you're at home,' Georgina Goodman says of learning how to leave her work in the studio. Having designed seasonal collections of the most covetable shoes for 13 years, she is now working on a new brand of unisex high heels.

Georgina Goodman wears trench coat, £1,195, Burberry; wool-blend jumper, £350, Alexander Wang. Silva wears trench coat, £315, Gucci. All clothes from Harrods (020-7730 1234; harrods.com). Photo: Georgia Kuhn.

How does Silva like to dress?
She has a unique view on fashion. She's not obsessed with labels, it's more about texture and feel. She loves a onesie but also likes her Marc Jacobs mouse shoes.

What shopping rituals do you and Silva have?
I'll go in a shop, then she chooses a shop, then I'll choose a shop and she chooses a shop. If we're at a market she can wander on her own. She's really good at haggling. She haggled something down from £20 to £9 recently.

Where did you shop with your mother when you were a child?
We were always taken to Harrods. We'd buy my school uniform then stay and shop all day. All our Christmas decorations and presents came from Harrods. It's where I learnt to shop.

What would you like to pass on to Silva about style and shopping?
It's about giving children a sense of value for money, because you don't want your kids to think they can just wear that, ruin it and buy a new one. That's what I'd like to pass on.

Can you imagine ever refusing to let Silva leave the house in a particular outfit?
No, absolutely not. I'm hoping I'll be cool with whatever choices she makes. I hope and pray I'll be accepting of however she wants to express herself.

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