Tell us a little about your background and how you came to launch your label
I began my fashion career working as a model in London, Tokyo and Paris. During this time, I met my husband Daniel, a photographer.
We have three children together, and when they were young, I realised there was a gap in the market for well-made, comfortable, stylish clothes for babies and children. And so, Rachel Riley was born in 1998. It quickly grew from a mail-order business, to the globally recognised, multi-award- winning brand that it is today. It is still very much a family business, though – Daniel and I work together on the creative direction, and collaborate on all of the Rachel Riley brand shoots, and my daughter Rose helps me to design the clothes.
What’s your brand philosophy?
We are committed to maintaining the tradition of using artisan techniques to create the finest and most comfortable clothes for babies and children. Many of our prints are designed in-house and the footwear is made by hand by local shoemakers in our atelier in the Loire Valley, France.
What inspires your collections?
I grew up in London and have had a lifelong passion for the classic designs and style of the 1950s and ’60s. I have loved collecting vintage pieces, including childrenswear, for decades. These precious pieces have helped define the brand’s aesthetic: making heirloom keepsakes to be passed down to future generations.
What do you see as being the big trends in childrenswear this year?
As a classic brand with a focus on traditional style, we tend not to follow trends, however it is always fun for us to see looks and design features that we embrace each season become trends. For example, I have always loved gingham, and it is a big focus this summer in kids’ fashion (it is associated with St. Tropez in the ’50s!). Butter yellow is another big colour trend. I always love whimsical design and conversational prints, and I can see really fun oversize prints like lobsters and sailboats, florals and fruit motifs proving a hit this season.
I love to feel empowered when I get dressed, and children are the same
Fashion goes through many changes, with sustainability a key factor, and we feel traditional well-made designs can be worn again and again by many children. We are aware the popularity of traditional styles is ever-present across the fashion sector. As we say: ‘timeless elegance never goes out of fashion!’.
What can we expect from your latest clothing collection?
We had such fun creating our SS25 collection and designed prints such as lobsters, tennis motifs, and sailboats for summer adventures.
We also designed a larger special occasion capsule with plenty of flower girl and page boy options for summer weddings.
How do you want children wearing your clothing to feel?
We want children to look and feel their best, and as most parents know, children will be the first to tell you when something isn’t comfy! So, comfort and ease of movement in kids’ clothing are key for me, something to adapt to each level of childhood, too. Practicality is very important, so we design our collection accordingly; bloomers under dresses for babies in nappies, dungarees for crawlers, and cute partywear/ jumpsuits and smart chinos and shirts for older kids who are off to all those birthday parties. I love to feel empowered when I get dressed in the morning, and children are the same, so an ABC print for a toddler off to pre-school, or a blouse and pinafore for school that’s the perfect colour and has matching hair accessories works the same for kids.
Is there anyone you’d really love to see wearing one of your designs?
Yes, of course! I have always admired self-made business owners in the creative field; designers like Paul Smith, Agnès B, Tory Burch and others who have built their own brands in their working life. I would love to meet home and interior designer Shea McGee and dress her daughters. On one of our recent photoshoots, our daughter was staying with us and she introduced us to Shea’s Netflix series, Dream Home Makeover. Every evening, we were glued to the TV screen. I love her creative flair and the fact that she works with her husband, and that they include their kids in their working life. I also admire all that she has achieved since starting her business only 10 years ago, and how she has embraced social media to build her brand. I can see she is a great mom, and her daughters can see how hard-working and talented she is. I would be delighted to chat through a ‘girl- power’ business breakfast or lunch with her!
Can you tell us about the role of sustainability in your business?
At Rachel Riley, we make clothing not fashion. Living a sustainable lifestyle means ‘Reduce, Re-use, Repair’. Our designs are all made with care, from natural premium fabrics, and are designed to be re-worn and loved by many children.
We are dedicated to creating timeless, high- quality clothing that is long-lasting, so the pieces can be passed from one sibling to another, or down from one generation to the next.
The polybags we use to protect our garments are made from biodegradable materials. The card and tissue paper we use is either recyclable or made from recycled materials. Our lilac giftboxes are created to be treasured as keepsake boxes, and our hamper baskets have been designed to re-use as storage for toys in playrooms and nurseries.
