Let’s talk specifically about your brand Shaadee Mae.
There was momentum leading up to this. I have been in this business for some time and when I first started there wasn’t a lot of brands that had their own kid’s wear branch. Slowly designers were starting to design little children's capsules. JCrew had started crew cuts and it became a little more focused. But then suddenly in the last two years it went crazy, something really changed, and every house has a children's wear line now, from high fashion to midway brands. There is a ton of variety now, which is nice.
My thing though is that I really wanted to do natural fabrics: 100% cotton, 100% linen, stuff that I like, that I would want my own kids to be wearing. Simple designs. I don’t really like the idea of focusing on trends and collections. I get that you want to buy seasonal clothing but in theory buying online changes the rules because your customer could be in the southern hemisphere and buy summer clothes in the winter. So my philosophy is to offer simple, comfortable and timeless pieces with a modern twist that stand the test of seasons or that can be passed down from brother to sister.
Photography by Layli Samimi