If you haven’t seen Kate in your local branch of Mothercare or bumped into the Prince buying baby-grows in Gap Kids, fear not. We bring you an array of brands and designers favoured and worn by the royal children…

Best Sustainable Kidswear Brands

What do the Royal Children Wear?

Amaia Kids

Prince George wore an Amaia jumper for his first meeting with sister, Princess Charlotte. That’s pretty important stuff. Princess Charlotte wore a red pea coat by the brand in her first school photograph, and the same design in green – still available online – at the 2019 Christmas Day service at Sandringham. Amaia was founded by mums Segolene and Amaia who moved from France and Spain respectively to London where they set up the brand.

Amaia Razorbil coat, worn by Princess Charlotte to the 2019 Christmas Day service

Pepa & Company

Princess Charlotte and Prince George have worn this label numerous times. Princess Charlotte’s hand-smocked dress worn for a party in Canada was an instant sell-out item. Like most of the Royals’ preferred brands, Pepa & Company offer beautiful classic styles.

Prince George Pepa & Co Outfit

Prince George in Pepa & Co for his official 3rd birthday pictures

G.H.Hurt & Son

A young prince George was first introduced to the world swaddled in this super-fine merino wool Christening shawl by G.H.Hurt & Son.

Marie Chantal

Prince George and Princess Charlotte have both been photographed wearing this brand. It was founded by Marie-Chantal, the Crown Princess of Greece, in 2000, and prides itself on crafting luxury children’s pieces from beautiful fabrics. Charlotte was pictured in their cashmere scarf on her 3rd birthday photograph, and also wore a dress by the label – a very similar dress is now on sale on the brand’s website – to a polo match.

La Coqueta Kids

India and Maximilian, children of Andrea and Tatiana Casiraghi, chose to wear La Coqueta Kids for the celebration of the National Day of Monaco in 2018. The designs are sweet and great for party season, and the prices are incredibly reasonable for the quality provided. You may not be celebrating the National Day of Monaco with your royally cute kids, but we’re sure there’s an occasion for La Coqueta Kids somewhere this party season!

Rachel Riley

Inspired by the 40s, 50s and 60s, Rachel Riley creates luxury children’s clothes in beautiful prints and classic styles. Prince George wore dungarees by the British designer for his first official engagement, a very important Plunket play date in New Zealand. The heritage collection includes adorable garments such as onesies and dungarees embossed with typical British figures, such as the guards on the cotton shortie above. Read our ‘At Home with Rachel Riley’ interview, here.

My 1st Years

When meeting Barack Obama, Prince George was photographed wearing a blue gingham robe from My 1st Years causing it to sell out instantly. Being a royal and celebrity favourite, they may just be the number one personalised gifting brand for little ones out there. I mean, who doesn’t love a personalised gift?

Elfie London

Inspired by classic children’s illustrators and fairytales, this playful childrenswear label was founded by longtime friends Victoria Roper Curzon and Rebecca Guinness. The pieces have a timeless vintage look, often featuring embroidery and fun details sure to amuse the wearer. Baby Prince Louis wore the brand’s Frog jumper when photographed on his 1st birthday.

Doña Carmen

Both Prince George and Princess Charlotte have been spotted in Doña Carmen pieces; the little Prince in red corduroy shorts and Princess Charlotte in shoes.

Olivier Baby

Princess Charlotte wore a cashmere cardigan from this brand on her first birthday. Olivier Baby is run by two sisters who hand-knit the samples and test the clothes on their five children (who often also feature in the brand’s campaigns), and the cashmere cardigans make for perfect presents.

M & H

Luxury Spanish baby and toddler clothes in simple, classic designs. Princess Charlotte wore a dress by the brand for the Queen’s birthday photo.

Wild & Gorgeous

Prince George has been seen sporting a lovely Wild & Gorgeous jumper, which is, coincidentally, named the ‘Harry’ believe it or not. The duo behind the lovely British brand began with gorgeous clothing for girls and later expanded to feature great clothes for boys too. We’re sure Prince George is chuffed they did… Read more about the brand’s co-founder here.

Fina Ejerique

Another Spanish brand royals love. Prince George wore knitwear by Fina Ejerique for the Queen’s birthday photo.


The royal children have also been spotted in clothes from luxury West London kidswear retailer Trotters, which is run by husband and wife team Sophie Mirman and Richard Ross.

The Royals Wear High Street…

Thought the royal children only wore designer kidswear brands? Think again. Prince George has been spotted in Cath Kidston and a yellow fair isle cardigan from John Lewis instantly sold out after making an appearance in a photograph of Princess Charlotte, while Princess Amalia of Nassau wore Zara for her first released photograph. Infanta Sofía & Leonor of Spain often wear matching outfits from the likes of Mango Kids, while Isla Phillips has been spotted in Crocs and a Gap romper.

Featured image: Photograph of Prince George to mark his third birthday, taken by photographer Matt Porteous

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