The hotly anticipated third capsule collection from The Animals Observatory in collaboration with Reebok has finally landed and is has been getting a whole lot of love, not least here in the office!
The iconic Club C Revenge from Reebok has been re-booted and restyled by The Animals Observatory's Co-Founder and Creative Director Laia Aguilar, if there's one shoe you (or your kids) need in their wardrobe this season it's these. Wear them with anything and everything because they are THAT good!
The first instalment of the (quite frankly AMAZING) AW20 collection from The Animals Observatory dropped on July 21st at the slightly un-godly hour of 6am CET (thats 5am UK time folks, 5am!) so armed with lots of strong coffee and slightly bleary-eyed we hit the launch button and waited for lift-off!
Launch days are always a slightly apprehensive affair, will you love it as much as we do, did we plump for the pieces you are going to love? The answer was a resounding YES and we were thrilled to read all of your positive feedback and see several pieces and sizes sell out in those first couple of days. When you get all the feels, we get the all the feels too so thank you!
I think for so many of us, dressing our kids in gorgeous clothes give us great pleasure. Equally, I think that for some (certainly me) the investment both emotionally and financially in our own wardrobes has waned slightly, now that there are small people to dress. And certainly (for many mamas) things aren't in the same place or the same shape as they used to be, having undertaken the immense task of carrying/birthing children and breast-feeding.
I am a default jeans and trainers kind of girl, and there's nothing wrong with that. It's a practical, comfortable and safe look that works well. There's occasions though where I do find myself feeling a bit meh as my staying in and going out clothes are one and the same! And so we've decided to broaden our horizons a bit and branch out a little further than we have historically into womenswear, with so many of our favourite baby and kid brands having adult offshoots with some really lovely pieces.
Emile et Ida is one of the womenswear brands we have decided to focus on this spring/summer - they design and produce deliciously retro basics with folky roots. Its a really wearable collection and one that can be as easily dressed up as down plus (bonus!) lots of tees and tops that look great with jeans. With a colour palette of caramel and ecru together with dusty pinks and blues we are stocking skirts and dresses too from extra small to large.
We are also carrying Liilu in mama sizes this season for the first time. A really beautiful collection with a timeless feel. Every piece is made from 100% organic cotton muslin and we have a small but perfectly formed collection of dresses, skirts, shirts and blouses available but be quick, we are already down to the last item in several designs!
We are also delighted to be stocking Bobo Choses Growing Young again this Spring/Summer. A Dance Romance is an immensely fun collection that features prints and shapes from the kids collection. They have taken some of the very best pieces and given them just a little bit of a twist - we have some stand-out t shirts and sweatshirts (I may have brought them all!) but also some gorgeous knits and some beautifully printed shirts and midi skirts and so much more besides!
With additional pieces from Rylee and Cru, Mingo, My Moumout, Poudre Organic, Monkind, The Animals Observatory and Le Petit Germain plus adult sunglasses from Izipizi, its well worth a browse! We are currently in the throes of making our website a bit more user friendly, its still a work in progress but we have created a Womenswear section and you are now able to search by price, size and brand, it makes such a difference!
Womenswear is an area we hope to continue to grow.....we may well top up our existing collections this season and have already placed orders for Autumn/Winter 2020. Shop what we have so far online here, and watch this space for further news!
Love is very much in the air and whether you engage with the hoo-ha of Valentines Day or not, one thing that can't have gone unnoticed is the proliferation of hearts this season, lots of our favourite brands have incorporated them into their collections and we are absolutely head over heels with the results!
Mini Rodini launched the second chapter of their Diana collection yesterday and they have gone big with lots of beautiful hearts, featuring singularly on dresses, blouses, bodysuits and sun hats as well as working in combination with horseshoes and clovers for the amazing lucky charm laden print - we have this in dresses, tees and leggings for older kids up to age 11 and it also works beautifully for babies, check out this adorable little newborn set!
There is absolutely no way we could not make mention of the sensational cap from this chapter. Mini Rodini have absolutely nailed it with their butterfly cap in an all over heart print. A red butterfly patch in up-cycled polysatin decorates the front and the cap has an adjustable strap to enable that perfect fit. We think its a little bit out of this world!
Tinycottons launched their SS20 collection back in January and it has been so well received! Dolce Far Niente, as the name suggests, is rooted in all things Italian and reflects on the art of not doing very much at all and enjoying the simple pleasures that life brings. We love the cute cross back dress with the all over hearts print in red and brick (and that enviable bubble gum bubble!). Made in soft babbula cotton it has a button front opening and side seam pockets, super cute and really wearable to boot.
Bobo Choses are also bringing us a whole lot of love this season. The striking all over heart print features on dresses, a skirt, a baby blouse and trousers and a gorgeous swimsuit with crossover ruffle straps available in both kid and baby sizes.
Never one to be left in anyone's shadow is The Animals Observatory, their brilliant Weasel Dress in an all-over blue heart print is gathered at the waist and features ruffled cap sleeves. Available in kids age 2 - 10 years this is a really versatile dress that works as well with trainers and a cap as it does for a special occasion!
Whether you're feeling the love or not this Valentines, indulge in a little retail therapy to help keep spirits high - with lots of spring/summer collections now online to inject a little sunshine into everyone's lives. Happy Valentines y'all!
The Animals Observatory launched their incredible SS20 collection on Tuesday 28th January with several styles on track to sell out in the first week!
TAO's Creative Director, Laila Aguilar, finds inspiration in a number of recurring themes that include vintage clothing, typography as well as the work of certain painters, architects and interior designers which is as evident with this collection as in previous seasons.
For Spring/Summer 2020, Laila pays homage to the romantic world of flowers and the richness of their colour palette. There are a number of truly beautiful prints and styles available for babies in playsuits, sweatshirts, culottes and bodysuits with dresses, shirts, skirts, sweatshirts, jumpsuits, t-shirts and scarves for older children.
The gentle nature of flowers and the muted colours so reminiscent of Eric Rohmer's films contrast with the dazzling and radical style of classic rock stars. Like you, we love the violet this season, it works so beautifully with this typeface!
The latest collection also portrays the elegance of 1970s Saint Tropez. Classic and vintage patterns draw inspiration from Tex Avery cartoons and reflect the natural elegance of iconic figures such as Lauren Hutton, Caroline Bessette, John Kennedy, Brooke Shields and Jackie Kennedy in their youth.
TAO pieces are practical, playful and comfortable and always true to the philosophy central to the brand, to be a good animal, true to your instincts.
With over 120 styles available across baby sizes 6 to 18 months and kid sizes 2 to 10 years, there really is something for everyone. Shop the full collection here or come and visit our lovely shop in beautiful Brighton where we will have an edit of key pieces available in the near future.
Happy New Year to all of our wonderful customers! Thank you so much for your custom, your friendship and your continuing loyalty through what has been a challenging year for us at times, it means everything to have you as part of the Junior Edition family!
We hope that like us you have enjoyed fabulous festive season, after the super hectic (but fun!) run-up to Christmas at the shop we had several blissful days off, at home surrounded by family with all our usual Christmas traditions and presents including Star Wars lego for Nathan - this year's Boxing Day Build was the AT-AT!
And so we return, excited to embrace 2020 and all the adventures it will bring. Believe it or not the online business turns five this year, FIVE!!!! Honestly, we can hardly believe it and thinking back to how the business was back in 2015, run from a spare room at home around a full time job, it's amazing to think how much has changed and how far we have come. Watch out for some exciting celebrations and discounts around our birthday time.
With the warehouse now really taking shape, we have been busy interviewing and hope to appoint an e-commerce and warehouse manager in the next couple of weeks. We are excited to be able to offer the online service we always intended in 2020 with a dedicated team managing orders and enquiries and the ability to help with measurements, print placement queries and anything else you might want to know! If you think this might be you, or you know someone that might be the perfect fit do let us know, the position is based just along the coast from our Brighton store in the harbour town of Newhaven.
We are PUMPED about the SS20 collections which kick off in the next couple of weeks, it looks set to be a really exciting season with lots of incredible pieces that we can't wait to show you.
We are also thrilled to announce that we will be welcoming a host of new brands to the Junior Edition family in 2020 including The New Society, Long Live The Queen, Caramel, Nellie Quats and Omibia as well as expanding our footwear lines with Pepe, Menorquines, Donsje and Saltwater joining Veja, Angulus, Hummel and Novesta.
Some exciting invitations have started landing with us in the last couple of weeks as buying season commences, including an invitation to the Fall/Winter 2020 presentation from The Animals Observatory in Paris at the end of the month. Excited? Much!?!
I just love the start of a new year, it's always filled with so much hope and enthusiasm for positive change. Here's hoping 2020 is kind to each and everyone of you, and a little bit fabulous too. Happy New Year!
If you were to look up the phrase 'Match made in Heaven' online we're pretty sure that The Animals Observatory's collaboration with global sportswear brand Reebok would be way up there, it's THE most fantastic thing.
Taking both a unique and fashionable approach to children’s trainers and pulling inspiration from the colours and textures of the season, these iconic Reebok styles pay homage to the vintage look and bold designs that both brands are renowned for.
We were lucky enough to be invited to the official launch party in London last week where we literally drooled all over the 4 designs that we have been lusting after behind the scenes for so long. We were really excited to have a good chat with TAO's Creative Director Laia Aguilar and may or may not have spent quite some time at the kids craft table making sock puppets from TAO socks ; )
Available at a just few select global stockists, Junior Edition are hugely excited to be representing this collection in the UK.
Arriving in store in this week and launching online on Monday 10th December we will be stocking all 4 designs across both baby and children's sizes. Starting at EUR 20 right through to EUR 34 we are absolutely thrilled to reveal that we will also be carrying EUR 38 and 39 for the smaller footed mamas out there!
The launch of this collection marks our first real foray into footwear which we will continue to grow throughout 2019 with a dedicated area being developed in-store very soon.
We'd love to see you here in Brighton, we are nestled in the heart of the beautiful North Laine area and have so many lovely Christmas gifts and festive party-ware in addition to our clothing collections. If you can't make it down to see us, the collection is available online here whilst stock lasts - we ship globally with express shipping options available for those last minute purchases!
We are beyond excited to welcome The Animals Observatory into the Junior Edition fold for the first time and what a collection to start with!
The lovechild of Jan Andreu and former creative director for Bobo Choses, Laia Aguilar, The Animals Observatory is a timeless brand. Both children and adults are drawn to its sense of playfulness, comfort and aesthetic, all of which based on the philosophy of an old motto that Laia often repeats to her children: ‘Be a good animal, true to your instincts’.
With lots of adorable pieces for your smallest smalls, the baby-suits are some of the cutest one-pieces we have seen in a long time. There are lots of beautiful patterns but our favourites here are the hot pink Halley's Comet and more muted but equally gorgeous busts in beige.
For those super sunny days there are some lovely playsuits and dresses for older girls. We adore the apple patterned terry towelling playsuit and the gingham sleeveless dress with peach placement print is so elegant, if only they did grown up sizes!
As well as all of the beautifully light and summer bits there are some lovely pieces that are perfectly suited to the not so sunny days that make up much of the great British summer! These trouser and jacket combos are the perfect marriage of style and comfort.
The Animals Observatory has 10 Manifestos but out of all of them it's number 5 that resonates the most with us: "Love Above All, Equality Above All, Kindness Above All" - available across a range of styles and colours.
Indulge yourself further with a look at our complete collection here or come visit our store in the heart of Brighton's North Laine area and see this beautiful new collection in all its animal glory!