“I love incorporating florals and embroidery into their wardrobes, usually styled in a way that feels effortless rather than too dressed up.”
Charlotte Kewley
From the sand dunes of Camber Sands to the curated world of kidswear, we sit down with Charlotte - the creative force behind @thelittlestylist - to talk family life, the art of effortless dressing, and why quality always comes first.
Q: Tell us a little about yourself and the family behind The Little Stylist. Who are you, and how did your love of children's style begin?
I’m Charlotte. I live near Cambridge with my husband, our three children and dog, having moved from East London a few years ago. I’m a kidswear stylist by trade. So, I style shoots for brands and with @thelittlestylist am the go-to for stylish, modern kidswear edits.
I was a women’s stylist and fashion editor for many years before moving into kidswear after my eldest daughter was born, quite by accident, really (the career move, not the pregnancy). While pregnant, I injured my back on a shoot (on the sand dunes at Camber Sands), which meant I couldn’t really shoot for a while (stylists lug around a lot of heavy suitcases). My very first editor was, at the time, at Mother & Baby magazine and asked if I’d like to step in as Shopping Editor for a few months. I went in and completely fell in love with baby and childrenswear.
The Little Stylist grew from that. I had been contributing to lots of magazines - writing style columns and compiling shopping edits for various parenting titles. But as many of them began to fold (sped up by covid), I thought, I’ll just carry on doing my thing but for myself. I built my website while on maternity leave and set up an Instagram page…
One thing led to another and, after my second baby was born, I decided to focus solely on children’s fashion.
Q: Happyology is known for its English florals, embroidery and that unmistakable sense of occasion. How does that aesthetic fit into the way you dress your children day to day?
The Happyology ‘look’ feels very aligned with how I dress my children - I love incorporating florals and embroidery into their wardrobes, usually styled in a way that feels effortless rather than to dressed up.
Q: As someone with such a strong eye for style, what do you look for when choosing childrenswear? Is it all about the look, or do quality and craft matter just as much to you?
Quality, craft and sustainability matter just as much, increasingly more so. I love supporting independent brands that create unique pieces with a fresh perspective but are also trying to do things thoughtfully and responsibly. Beautiful design is important, of course. But there’s more than just that to be considered now.
Q. Can you walk us through a favourite Happyology outfit you've put together?
The yellow dress was one of my favourites - the perfect spring and Easter piece. I love a sock with a sandal, so I styled it that way and added my own oversized straw hat for an extra touch of charm. It felt sweet but still relaxed, Cece loved it too. She wore that look on repeat.
Q: Does your children's style ever inspire your own?
Yes, constantly! I’m slightly concerned by how often I wish childrenswear came in adult sizes. Many of my favourite womenswear brands are the grown-up versions of children’s labels.
I love how confident children are in their clothes. They’re not afraid to experiment or mix things that technically “shouldn’t” go together. There are no rules in kids’ fashion and I wish I was braver with my own style. I’ve been documenting more of my own outfits recently, which has pushed me creatively and helped me fall back in love with dressing myself, my own wardrobe and grown-up fashion. I was a women’s stylist first, but I’ve always preferred dressing other people! I’m trying though…
Q: What's your go-to formula for putting together a look that feels polished but still completely child-friendly and wearable?
The best outfits always feel effortless (clearly a favourite word of mine). If you overthink it or try to style a child too much, it can start to feel contrived and lose that childlike charm. It’s different on set but for day to day life…
I’m drawn to texture, timeless shapes and beautiful quality pieces. A harmonious colour palette always works, though I do also love colour, layering and a bit of clashing. It just depends on the mood.
Q: Finally, what's your favourite piece for the new SS collection and what would your daughter choose?
I adore the Quinn ladybird romper, the khaki ladybird embroidered trousers are also a favourite. And the Lindsey hand-smocking blouse – the romantic frills are adorable and such a pretty print.
One of my absolute Happyology staples is the socks - such great quality. I’m especially fond of the new bow socks. The spring accessories are also gorgeous: the hairbands and sunhats… Though Cece would probably choose the leggings - she’s going through a serious leggings phase at the moment!
We are so grateful to Charlotte for sharing her inspiring story and her unique perspective on effortless kids' style. Her eye for combining quality craftsmanship with that distinct sense of occasion perfectly captures the spirit of what we create at Happyology.
