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The opening of a children’s section at Liberty earlier this year made all stylish mums dance with joy. Faithful to its overall approach, the department store mixes hard to find labels (Maan, Rita co Rita, Gold, Kidscase, Imps&Elfs, etc), beautiful indie brands (Caramel Baby&Child, Miller, Isabelle Marant, Acne, etc), with a few big names (Stella McCartney, Marc Jacobs, Paul Smith, Chloe).  No logo dictatorship here, just a story of style, discrete elegance, love for wonderful materials and sophisticated colours. The brands all blend nicely, allowing to mix and match create beautiful silhouettes within the whole selection. The clothing is assorted with a small range of gorgeous accessories, intelligent toys/games, books and room decor (Djeco, VilacAnne Claire Petit, Kids on Roof, etc). All displayed in a playful and inviting space of nearly 200 sq meter.  Joanne Dempsey the buyer in charge, spent many years in adults and children’s fashion. Joanne is also a mother with a pragmatic sense hidden behind her love for beautiful things. She clearly wanted to give an emphasis on clothes that are easy care. And that are affordable too.

Some great brand will join next season: Pepe Shoes (Italy), Zef (France), Oeuf (USA), Bonton (France), Finger in the Nose (France), Anne Kurris (Belgium), ESP n.1 (USA) and a few more exciting brands.

This is definitely going to confirm Liberty as the most exciting place to shop for kids in London.