TOP SHOP: Custard

CUSTARD. WONDERFULLY EVOCATIVE WORD. Unbeatable dessert for kids (and adults). Iconic cartoon cat of the 1970s. Great new online clothes and accessories boutique for children.

Custard is the brainchild of Charlie Bailey and Tracey Beard, mothers to Jessica 6, Emelia, 3 (Charlie), Dexter 6, and Perdy, 2 (Tracey) who were driven by their desire to dress their children as individuals and not like every other child they spotted at their local playground.

They have succeeded. What we love about Custard is not just that it makes us feel hungry for pudding, nor the incredibly cute graphics on the opening page, nor just the clear layout of the clothing / accessories, where you can buy from Summer or Winter selections (which is great for those of us who like to buy woolies and tights in high summer in preparation
for winter or those international customers whose winter is summer and vice-versa), and not just the rare brands they’ve amassed. It is that the collection is so carefully edited, there’s a definite ‘Custard’ feel to it all - eclectic, boho luxe, vintage-y feel with a little homespun charm in the mix too. And all of it is incredibly tasteful, and colour coordinated, you know all your purchases will go together without too much thought.

Our current favourites include Pink Chicken (see Belle dress above left) - exclusive to Custard in the UK - a brand from NY designer Stacey Lavelle Fraser who has worked from Tommy Hilfiger, Gap and Ralph Lauren. Shokay - where each piece is handmade in Himalayan Yak wool; Milibe from Denmark, that specialises in simple bright stretchy cotton basics; Belle & Boo and their whimsical embroidered cushions, and Christina Rohde’s Liberty print separates (bloomers pictured above).

It’s promising stuff. And adds Charlie Bailey, this is just the start for Custard. Definitely one to watch.

*Custard Online: www.custard-online.co.uk