We’ve always had a soft spot for Boden’s childrenswear but they’ve really upped their game of late, not least with their current range of non-girly girls’ clothes. Brands seem to be finally taking note that not everyone wants to dress their daughters as all-pink glittery princesses nor their sons head-to-toe in football and spaceship motifs. John Lewis, of course, was the first major retailer to remove girls/boys labels from their childrenswear, while a whole slew of new online kidswear brands are creating cool unisex pieces (which certainly opens up the possibilities of hand-me-downs.) Gender stereotypes, be gone!
If there’s a little girl in your life who’s obsessed with pirates, sharks, rockets or dinosaurs, Boden will be your happy place this season. This prehistoric print culotte playsuit (from £26) is ridiculously cute, no? Ditto this blue castle dress (from £28) – can this really be a party dress without frou-frou nor frills? Yes, it can.
Whistle whetted? Here are some of other favourite other gender cliché-busting brands…
This Organic Zoo romper (£30) is so cute it almost makes me want to have another baby (almost!) The ethical brand’s unisex slogan playsuits and tops are all 100 percent organic cotton.
London-based, Portugal-produced brand Piupia makes nonchalantly cool kidswear in a muted palette – because you don’t have to dress your child like Mr Tumble, after all. Case in point: this understated T-shirt (£24).
Now anyone can be Superman. Love this H&M T shirt (£7.99) with a reversible sequin motif. There’s a Batman one too.
Don’t forget Jools Oliver’s Little Bird range for Mothercare, with its ’70s summer vibes and rainbow motifs. This sunshiney towelling playsuit (£14) will make even the grumpiest nipper smile.
This quirky printed sun-dress (£30) was inspired by a child’s drawing of a house (must say, that child is way better at drawing than me). It’s typical of Turtledove London’s clean, graphic unisex styles.
Tootsa’s bold, bright unisex pieces are lots of fun – this bear sweatshirt (£38) has a zip attachment which you open to reveal his teeth and tongue. So it’s basically a top/toy hybrid.