A clothing brand exclusively for mini fashionistas and one which marries two of my favourite things: stories and style, More Stories childrenswear takes the art of storytelling and illustration and turns it into tangible, fashionable creations. Its trademark signature prints cover simple, wearable garments for girls and boys all the way from newborn to tweenage years (age 10), in bold colours and soft fabrics.
The label was founded in Stockholm by British designer Katherine Moore, who spent five and a half years in the Swedish capital following a stint designing for H&M, and a subsequent move to womenswear lifestyle brand ‘Rules by Mary’. Inspired by the simplistic yet forward-thinking nature of Scandinavian design, Moore said of her regional influence: “Joseph Frank is one of my favourite textile designers, his graphic and colourful style is a great influence on me. When it comes to kidswear, the Swedes know their stuff, highly practical and super stylish clothes are very accessible and in-demand on the Swedish high streets, they are very family orientated people, and it is so important to them that their kids are as stylish as they are!”
Entrenched with the importance of imagination, literature and cultural referencing, each item of clothing is accompanied by the gift of a miniature story book, whose illustrations are translated onto the garments via quirky prints. New Year fable The Crow and the Peacock launches in January providing the perfect complement to cotton two-tone checks, mixed with florals, chambray and coloured jersey marls which are overlaid with prints inspired by the story.
The brand takes the opportunity each new season to showcase the hottest new storytelling and illustrative talent around, infusing its collections with literary, artistic and sartorial flair. “I have always loved the art of storytelling and indeed love the way in which some pieces of clothing have their own story to tell in terms of the adventures they go on with their wearer! Kidswear design always appealed to me due to the nature of it being quite down to earth and playful like myself! So when I was approached by a Swedish kidswear agency to collaborate on a brand it seemed a natural development for me,” Moore said. “Marrying the concept of storytelling and illustration with clothing is an idea which I have had in my head for years. It presents us with a thousand possibilities for the direction of the brand. At the moment I make a point of showcasing a different illustrator each season, which is a mutually beneficial and exciting process.”
Next week sees the brand open a new webshop on 23 November, ahead of the festive gift-buying season, with a special offer of free delivery on orders placed before 21 December. More Stories showed at children’s trade event Bubble London this year, providing the clothing line with the ideal platform to stake a claim on the international children’s market and I predict 2013 will see the brand’s star soar ever higher.