A bittersweet story of losing and finding yourself.
Our summer story metaphorically hands her the road map. A zig-zag journey along the ‘Rites of Passage Road’. If summer naturally imbues a sense of freedom, a yearning for travel and the unknown, then this is the moment for her to take off.
To lose herself for a while and then to come back home via ‘Grown Up Grove’. Our campaign imagery plays with the idea of what we see is not the whole story. The thoughts and ideas that we have about ourselves can be quite different to what the viewer perceives. We playfully suggest that this journey is the eye-opener in every sense. The collection palette radiates all that is joyful about summer. Floaty cotton voiles, viscose & crisper poplins in soft pastels, named ‘Lettuce’, ‘French Manicure’ & ‘Pina Colada’ are combined with richer hue’s of ‘Verdigris’, ‘Rainforest Green’ & ‘August Sky’. There is white, ‘Swan’, and the prettiest of a hand painted floral sprig print used across the linen styles. The ‘Old London Map’ print evokes a vintage summer vibe yet employs contemporary detailing of contrast deep hems and edgings. The intention is to create styles that are romantic yet modern.Voluminous dresses, puff-ball hems, midi lengths, ruffles and bloomer-style shorts are equally as relevant as the more paired-back cap-sleeved shapes and asymmetric hems. These are optimistic styles for her to float around in all summer long. To carry her to unfamiliar places and invite new perspectives.
A summer to grow up in.

Arriving in kids fashion-land in 1991 after ten years of creating some of London’s most decadent parties, under the mantle of Pushca, Ric & Deborah then spent the next two decades building the no added sugar brand.

Saying goodbye to the brand in 2018 presented a fortuitous opportunity to reflect and consider what the next adventure should be. Taking the metaphoric clean sheet of paper they have devised a new story – that story is The Middle Daughter.

The Middle Daughter is exclusively a girls wear brand for ages 2 -16 years. The concept is to create styles that draw the eye. An innate love of the paired back is blended with the itch to stand out to offer a unique proposition for the modern girl.

A well-made garment is a focus, as is sustainability, thus all production is in Europe.

The distinctive handwriting of the former brand is evident yet imbued with this pared-back spin. As is the mindset; less obsessive about building an empire and more inspired to simply enjoy journeying with this new girl, wherever she may choose to go.