Introducing: Willow London


My name is Becky, and I’m a children’s fashion addict *raises hand*. 

So when London-based Children’s clothing company, Willow London, wanted Sasha to sample some of their clothing range, I we jumped at the chance! 

Willow London is the perfect example of just what can arise from a few neighbourly cuppas.

Like many other mums, friends and neighbours, Rebecca and Jo both found that by having children, they learnt a lot about themselves. It forced them to think about who they were and what they were doing. And it gave them courage to start something new. They agreed to work together on a new venture making and selling girls’ clothing just last year.

The brainchild of Rebecca, she says “I am passionate about design and really wanted to do something I believe in.” Jo adds “I loved the concept that it’s the little things that can make a difference, to the environment, to your day, or to your little girls’ day, and it takes me back to some of my ideals as a 16 year-old. Beautiful things can make people happy, so let’s create something beautiful.

It’s as simple as that, and what beautiful clothes they make too!

Rebecca had noticed there was a gap in the market for children’s clothing using organic cotton, but handmade in the UK. It was also about creating something they would want their little girls to wear; less frilly pinks, more bold prints, and classic easy-to-wear cuts. All with an environmental responsibility.

On the inaugural skirt, Autumn Leaves, they consciously decided to launch with the one skirt design. “Who doesn’t love their girl in a classic full skirt?” asked Jo. It is fully lined in soft, organic cotton, with elasticated waist at the back, and enough volume for running through the park, or dancing at the next party. Of course, the fabric design fits perfectly with this season. The focus is on quality, local, and hand-made, not mass production and an overload of choices.

The name itself, Willow London, is taken from the county flower of London, Rosebay Willowherb. They are true to their urban roots, based in Crystal Palace, South East London. “Our brand, the photos we choose, and our sense of community, all ties to the local area” says Rebecca. “We source fabrics that excite us, and the rest is all done by hand right here in Crystal Palace.”

They are truly excited, and honestly, a little daunted, about launching their new project. As mums themselves, it hasn’t come without challenges. Rebecca can frequently be found in Willow Cabin, working on the next item, whilst simultaneously entertaining her 4 year old and 1 year old. And Jo has worked regularly during her toddlers’ nap time, while simultaneously breastfeeding her 3 month old. “But, we want to prove that we can do it!” says Rebecca.

And do it they have!

Willow London make their gorgeous clothes to-order, which means that you can really personalise your garment. Rebecca and Jo call their system ‘Willow your way’. First up, you choose your garment from the range (lined skirt, pinafore, summer top/dress, sundress, beach trousers, baby trousers or dribble bib). Next, you choose what fabric you’d like it made up in, with beautiful swatches of all their fabrics on the website. Finally, you can choose to embellish with an applique or trim for a small additional cost. There are lots of themes to choose from, such as happy showers, arrows, beach huts and ladybirds, or Rebecca and Jo can do letters or numbers to make it really personal. Also, if you email with a special idea they will try to help! 

Perfect for those who like a bit of individuality! 

Sasha’s skirt was perfectly sized, with great-quality material used, and I can vouch that the elasticated waistband is super-comfy, with no uncomfortable seems or labels poking through, something so important for sensitive skin. 

S loved it so much, we had a bit of fight getting it off her that evening for bathtime- always a sign that something’s been a fashion hit with this 3 year old!

To find out more about Willow London, visit


1 Comment

  1. Jo Evans
    May 14, 2015 / 12:45 pm

    Looks lovely! And the concept of Willow London sounds superb! x

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