New Wild & Gorgeous launches boys collection

In August girlswear brand ilovegorgeous changed name to Wild & Gorgeous and introduced its first ever boys collection. The autumn/winter collections have been in-store since August and on Saturday both London boutiques are celebrating Roald Dahl’s 100th birthday with a dress-up day and 15% off the AW16 collections in-store.

The children’s fashion brand has partnered with Roald Dahl’s Marvellous Children’s Charity to host the Dahlicious Dress Up Day with fun, treats, competitions, and prizes. There will also be a special reading of The BFG at 2pm in the Primrose Hill store.

We’ve been to events in both stores in the past, and I like the charming boutiques–not to mention the pretty dresses and quirky accessories. The brand is known for its partyware, including feminine, beautiful and sparkly dresses, floral prints and a wide range of cute and matching accessories.

When seeing the boys collection at a press day yesterday I was excited to see red tartan trousers, which I could see looking super cool when paired with a white shirt, and I also found a grey soft knit tiger jumper I could see mixing the right blend of smart and fun for an everyday look.

The collection also included many pieces with embroidered dragons and rising suns, reminding me of martial arts and teenage fashion. It struck me that I’m quite conservative when it comes to dressing fifteen-month-old Baby Boy, and he often wears blues and nautical prints.

With this in mind, I think the challenge for the brand with boyswear going forward may be to stay true to the fun and funky design they’ve become known for and still appeal to the same parents for girls and boys fashion.

Tags: Children's fashion, Events, Fashion, ilovegorgeous, Notting Hill, Primrose Hill, Roald Dahl, Wild and Gorgeous