1. Mamas & Papas, £8 – £49
Type: A one-stop-shop for baby fashion from everyday to partywear
Ranking as one of the ‘must-shop’ places for newborns, Mamas & Papas has a brilliant baby fashion offering from the basics, including essential sleep suits, to Liberty print special occasion pieces – the common factor is the high quality.
Look out for sleepsuits in multipacks, which wash incredibly well, as well as coming in a variety of cool designs.
MFM tester and mum of 1, Catherine, says, “Beautiful, quality outfits which stand out and are very chic. The occasionwear is of a high quality and the attention to detail in the designs was spot on. The pricing was appropriate for the quality, and is in line with a more premium product.” You can also rely on Mamas & Papas to present loads of unisex pieces, foregoing the shades of baby pink and blue you so often see at other brands.
Available from: Mamas & Papas
2. Blade & Rose, £3 – £25
Type: A baby fashion brand specialising in tights and leggings
British brand Blade & Rose is renowned for its funky leggings, which come in loads of brilliant prints, often with an animal print on the bum. Christy, mum of 2 and MFM Consumer & Reviews Editor, says, “This brand always has gorgeous designs with unusual colours and the leggings feel very stretchy and soft.”
It has expanded into tops, bibs, hats, swimwear and more in recent years.
In January 2019, it launched a collection with the World Wide Fund for Nature, with an animal that is currently under threat on the bum, and 10% of all sales from the collection are being donated to WWF – giving us another reason to shop.
3. Baby Boden
Type: Classic design, high quality everyday fashion for babies
Since the 1990s, Boden clothing has always been synonymous with great quality, washability and durability. Then a few years ago, the brand got cool, too.
It is now one-to-watch every season for the new, fantastic, bright bold prints and colour ways over classic pieces for all the family – including babies, with the ‘cute’ factor by the bucketload.
MFM tester and mum of 3, Kimberley says, “I really loved the Baby Boden clothes. They are great quality and absolutely beautiful. I get lots of compliments when my baby is dressed in Boden.”
Yes, it is at the pricier end of the high street, but be assured that Baby Boden keeps both its resale and hand down value.
Type: Everyday organic clothing for babies and children
Trailblazing Frugi was shouting about sustainability in fashion long before it was considered cool to do so.
It ensures everyone it employs works in a safe environment and are guaranteed minimum wages, using only certified organic cotton to make its fantastic clothing collections. Plus, the outerwear is made from recycled plastic bottles – cool hey?
For babies, the prints are covetable and cute, and similarly to Baby Boden, they hold their resale value. The secondhand market for both brands is huge.
Rebecca, MFM tester, says, “I love the ethics behind the brand and I would definitely recommend Frugi to friends and family. Great quality, gorgeous design and brand ethos – Frugi will be one of my top go-to brands for when I am looking for clothing for my son from now on.”
5. The Essential One Unisex Baby, £14.99 – £39.99
Type: Baby essentials made from 100% superfine cotton
Snuggly, soft and adorable, the Tiny Essentials Range from The Essential One, with its quality, cute designs and practical details, is a must-shop for new parents or excited parents-to-be.
The unisex appearance is a real draw, plus, practically, the shoulder opening on all the tops makes it so much easier to change your baby.
The brand was created around offering new parents what they might actually need, and all within a 24-hour delivery window.
As well as fashion, you’ll find toys and nursery items, too. But watch your spend, as this website has huge bulk buy potential for when the night feed shopping urge strikes!
6. Question Everything, £15.99 – £47.99
Type: Smart babywear specialising in smocking
London-based Question Everything’s clothing is handmade by a family run business in Manila, where well-travelled founder, and ex-drummer, Angie Adams spent some of her childhood.
The dresses are 100% cotton and hand smocked. There are some amazingly cute rompers, dresses and hats for newborns and babies.
And lots of the dresses have adorable matching bloomer knickers to go with.
A healthy regard for ethics runs through the business, with a percentage of each sale going to Childhope Asia.
Available from: Question Everything
7. Little Bird by Jools Oliver, from £5
Type: 1960s-inspired everyday baby fashion collection
Rainbow prints abound in the Little Bird range, designed by Jools Oliver for Mothercare.
The seasonal collection always has a hint of retro style, inspired by a baby grow that Jools had worn as a child.
It had an image of a baby deer, on it. The baby range this season is decorated with rainbows and beach day illustrations, and the colours are sunkissed rather than the usual paintbox brights – although, don’t worry, there are still plenty of rainbow colours, too.
Available from: Mothercare
8. John Lewis Heirloom Collection, £7 – £46
Type: Classic, quality occasion wear fashion
You know when you shop at John Lewis that it’s going to be good quality. No different, then, with the baby Heirloom collection, the ideal place to shop for baby’s first Peter Pan collared dress or waistcoat and shirt set. Think cottons, linen, tartan and bow ties. There are some beautiful smocked dresses, that you might like to compare with the prints at Question Everything, if that is the style you are after
Available from: John Lewis
9. Love Keep Create, from £8
Type: Handmade soft cotton baby fashion
Set up by ex-Army pals Rachel and Merry, LoveKeepCreate began by creating stuffed animals, made from outgrown clothing sent in by parents, who received the animal back afterwards.
Its range of 100% organic cotton baby clothing from hats and vests, to babygros, dresses and leggings, is soft and snuggly.
The clothing is handmade in Devon with designs like clouds and stags in a pastel colour palette.
Although sweet and soft, they are quite pricey, compared to high street babywear, with leggings at £17.50. Perhaps a one-off purchase rather than wardrobe staple. The gift sets could make lovely baby shower gifts.
Available from: Love Keep Create
10. Zara Mini, from £4
Type: High street favourite for baby, child and adult fashion
We all know that Spanish brand Zara has a real knack of tapping into trends, and produces baby and kids’ clothes that stand out for their understated charm.
The colours are often muted and gender neutral, in linen waffle and cotton fabrics, and prices are in line with the high street.
The fast turnover means there will always be something new and exciting in store, which does seem a little at odds with the slow fashion approach of brands like Frugi.
Available from: Zara
11. Mint Cake Club, from £9
Type: A homemade baby and childrenswear brand with bold print designs
Made by mum, Aimee, from her home in East Sussex, Mint Cake Club is reusable-nappy friendly, gender neutral baby fashion brand.
Reusable nappies tend to be a little bulkier than disposables, hence why Aimee found the need to start her brand, beginning with drawstring waist trousers.
Fun fact, this was the reason the founders of Frugi started up, too!
At £22 a pair of leggings and £35 for dungarees, it is definitely pricier than the high street brands, but perhaps quality over quantity, where possible, is the direction we should be aiming for.
Available from: Etsy