New British childrenswear brand Harriet Jane London has launched a collection of traditional nighties reimagined for modern families.

Founded in July 2026 by former Harrods childrenswear buyer, Harriet, the London-designed label offers matching nightwear for babies, girls and women. The concept was developed after Harriet struggled to find traditional baby nighties for her own children.

 

 

Designed without poppers or buttons, the baby nighties aim to make night-time changes simpler. Elasticated necklines feature across the wider collection to support easier toddler bedtimes and breastfeeding.

Harriet creates each piece with her mother, Jane, who trained at the London College of Fashion. The nighties are produced in fine French cotton and organic Spanish cotton by an all-female team in Ukraine, with every print released in a limited run and never restocked.

 

 

“This is slow fashion by design: practical, limited and made to be treasured,” says Harriet, founder of Harriet Jane London.

The brand’s first winter print, Beatrice, features organic Spanish cotton and combines a burgundy rose motif with a fine stripe and bow detailing. It is available now alongside Briar Rose in fine French cotton and The Meadow in organic Spanish muslin. A Christmas print, Cordelia Toile, is due to launch on 22 October 2026.

Harriet Jane London is focusing on direct-to-consumer sales for its first season, with wholesale development included in the brand’s future plans. For further information, contact harriet@harrietjanelondon.com or click here.