Anyone who has kids will know the feeling: the tiny tots are still in kindergarten, but already want to look like their friends … who tend to resemble uniformed clones. Me Too labels are swamping the playgrounds while parents indulge in subconscious wish fulfilment – often resulting in sickening motif sweatshirts or cutesy show-off outfits. So, here’s the dilemma: while you don’t want to impose your own taste – after all, you want the kids to discover their own style and still remember suffering through all those terrible outfits chosen by your parents – you can’t let the little ones run around in cardboard boxes or princess gowns all day, either. An early introduction to fashion will help them to develop their taste, recognise quality, explore interesting colour schemes and – most importantly – figure out that not looking like everybody else is actually a good thing.

To this end, we have scoured the Internet for those elusive labels that actually know how to please children. Without cheesy ruffles, glaring bling, boyish bulldozers or cheap Power Rangers prints. And no expensive, grown-up fashion for little “lord and ladies,” either. We hereby proudly present our favourite kids labels – 100% approved by fashion conscious toddlers and their older siblings (phew!).

From Imps & Elfs for imps and elves

Dutch brand Imps & Elfs does cute, colourful, cheeky – and organic. While their no-frills designs focus on the kids’ natural body shapes, they also infuse them with a gentle “stamp your foot” attitude based on strong colours and sassy statements like “What a mess, they want me to wear a dress“, “Idealist“ or “Visionair“.

> Where 2 Buy

Popupshop – easy on the eye, gentle on the skin

Stylish and sustainable – that’s what Popupshop is all about. Based on a continuously expanding range of organic basics and new designs, Popupshop clothes our kids in timeless classics that are easy to wear and recombine. A back to the basics approach we can condone!

> Where 2 Buy

My baby shot me down – with to-die-for design: Bangbang Copenhagen

Vivid colours and cool appliqués: Bangbang Copenhagen adds colourful twists without being corny. Inspired by clean origami folds, the cool streetwear styles are functional, yet bright and unique. And what more could a busy future cowboy, astronaut or actress ask for?

> Where 2 Buy

Little Paul & Joe and their tale of soft cardigans and cat print tees

There’s a cat t-shirt in every girl’s closet. But how to skirt the fine line between kitsch and cute? Paul & Joe have the answer – and throw in a few lovable unisex cardigans. Unlike bulky winter knits, these work great over a print tee and pull off in a flash when the play heats up. Easy as pie – and just as nice!

Paul & Joe are the sons of designer Sophie Albou. Bold, sparkly, slightly retro, but always light-hearted, her children’s designs reflect the elements of her adult range, including floral prints on dresses and blouses, strong colours mixed with romantic pastels and high-quality, soft-touch fabrics.

> Where 2 Buy