A new addition has joined the Rachel Riley family – meet Cotton Baby. The team behind the award-winning British childrenswear label has developed a new brand of contemporary and luxurious babywear inspired by the beauty of beginnings and the early moments of life. Here, CWB’s Laura Turner speaks with Rose Jouanneau, former Harrods childrenswear buyer, daughter of Rachel Riley, and founder of Cotton Baby, to learn more about the new venture.

 

Laura Turner: As the daughter of Rachel Riley, the childrenswear industry has likely played a significant role in your world.

Rose Jouanneau: I grew up surrounded by fabrics – my mother had me helping her cut patterns from the age of three, so I have always loved the creativity of bringing garments to life from an idea to a final product. As a child, I tried on prototype samples and modelled for our family brand, so I’ve always been conscious about how clothing feels. Having seen my mother so determined and talented in business has been inspirational, you could say that has definitely rubbed off on me.

LT: You previously held a position as a childrenswear buyer at Harrods. How has that experience shaped the development of your own brand?

RJ: I was at Harrods for five years and worked my way up from entry-level to Buyer, specifically for the Babywear and Nursery Departments, which was my absolute dream job. I loved discovering brands, selecting cute outfits, and sourcing innovative products for baby. Being known in this industry, a lot of people would come to me for expert recommendations, so I created Cotton Baby as the brand that I would love to gift my friends at their baby showers.

 

 

LT: What initiated the concept for Cotton Baby?

RJ: Pre-Covid, I used to spend multiple hours commuting each day, and that was when I had the first spark of an idea for Cotton Baby. I dreamt up cute designs and this modern British brand that I could see didn’t currently exist in the marketplace. Most British brands are based around heritage and a traditional look, but I could see there were not many British luxury baby brands with a contemporary aesthetic – they were usually Scandinavian. I felt there was a space in the marketplace for Cotton Baby.

LT: How does Cotton Baby compare to the Rachel Riley collection?

RJ: Each brand definitely has its own identity. Cotton Baby is baby-focused, so the design aesthetic is cutesy and adorable. It has been designed around baby milestones, with teething, feeding, weaning, and all the ‘firsts’ in mind. The range is also practical for newborns, meaning the softest 100% cotton clothing with no back-neck labels. Our family brands are individual and complementary. I would say Rachel Riley puts children centre stage, whereas Cotton Baby is all about the earlier infant years.

 

 

LT: How would you summarise the brand’s design aesthetic?

RJ: Inspired by the beauty of beginnings, Cotton Baby’s purpose is to create luxury babywear for those first precious moments of life. The design aesthetic is rooted in luxurious simplicity, featuring adorable and delicate baby-inspired designs. Made from 100% cotton, our clothing gives baby the softest introduction to the world. The range celebrates the first milestones from newborn to toddler, which also incorporates baby gifts and accessories.

LT: What does the clothing collection comprise?

RJ: Cotton Baby provides high-quality newborn essentials that are made to last. The range goes from newborn to toddler (1 month to 3 years) and is made up of baby girl and baby boy alongside gender-neutral pieces. Our key styles are intarsia knitted pieces, such as sweater sets and gorgeous blankets. Of course, we have all the basics covered too, such as cotton jersey babygros, cute babysuits, and dresses for the summer. The colour palette centres on soft neutrals; an easy aesthetic for parents and gift-givers alike. The themes in our debut collection include daisy florals, clouds and teddies.

 

 

LT: You mentioned that the collection also includes accessories.

RJ: Yes, with baby’s first milestones in mind, we have incorporated Silicone teething and feeding accessories to complement the clothing. So, baby can wear a daisy sundress with a matching hat and teether.

LT: Is sustainability a focus for the brand?

RJ: Yes definitely. As a company we are dedicated to creating clothing that is made to last and be passed down from one generation to the next. We always use premium, high-quality fabrics and manufacturing techniques, which means garments wear beautifully, wash well and have longevity, going on to be worn by many babies and enjoyed by their parents and grandparents.

 

 

LT: What are the short and long-term plans for Cotton Baby?

RJ: We are excited about the future of the brand, I would love for it to be represented in British department stores alongside other UK brands showing a different, more modern take on luxury babywear. Our retail launch was in March, and our s/s 25 debut collection is available to purchase at www.cottonbabylondon.co.uk. Behind the scenes, we are busy working on future product releases, including utilising new fabrics and designs and incorporating even more accessories, as well as other exciting developments within the range.

LT: Where can readers find further information on Cotton Baby?

RJ: They can visit our website, visit our Instagram and TikTok accounts (@cottonbabyldn), or contact hello@cottonbabylondon.co.uk. For wholesale enquiries, they can visit www.rachelrileywholesale.co.uk.