Behind the Brand
Sydney-born Yasmin Sewell, friend Jemma Dyas and Sewell’s partner Kyle Robinson run popular kids brand etre petite. The designer and mother-of-two boys – who now lives in London’s hipster Hackney area – already owned the successful brand etre cecile (for French style lovers who enjoy a bit of humour) before she branched out into kidswear in 2014. Both etre cecile and etre petite are based on a ‘Woody Allen-type’ persona known as Cecile – an Irish-born artist who lived in Paris in the sixties. The children’s collections boast a unisex appeal and many of the items can be worn by both girls and boys (although there is a separate section for little girl’s dresses).
Why we love it
Parents who enjoy doing the ‘mini me’ thing should get over to etre cecile right now. The childrenswear collections often have a grown-up version for mum or dad with those witty slogans, eye-catchingly bright shades and cool graphic prints that the older brand is well-known for. This includes those iconic numbers such as ‘Presque Parisienne’ and ‘Bad Ass Paris’. The Big Dog motif features on a lot of the kids bomber jackets, sweatshirts and trackpants while dresses and other items in the fun ‘Lips’ design are also proving popular. This is a range based on luxury cotton with a casual focus.