Stylish kids editorial fashion shoot for The Middle Daughter

Stylish kids editorial fashion shoot for new label The Middle Daughter photographed by Leonie Freeman with art direction and styling by Tracey Jacob features today on Smudgetikka.

The Middle Daughter is a newly formed label from the team who had an incredibly successful brand for girls and boys for two decades called No Added Sugar in the kids fashion industry, which sadly they left due to unfortunate circumstances involving an investor.

Back now with a new signature, The Middle Daughter is exclusively a girls wear brand for ages 2 -14 years. The concept is to create fashion-forward pieces with a minimal aesthetic, offering a modern wardrobe for the fashion-savvy girl.

The No Added Sugar handwriting will be evident but imbued with a more pared-back look. Prices will be generally more competitive amongst a few more expensive styles.

The fall/winter collection has bold golden and spice autumnal colour mixed with strong stripes of blue and forest green and a splash of country florals in pinafore dresses, loose easy to wear shapes and signature print logo tops with a cool 70’s retro vibe.