Behind the brand:
Best friends Tali Milchberg and Iris Adler were sick of dressing their kids in what they term “kids fashion cliches” so the former creative director and fashion stylist (respectively) decided to make their own. They were after “something comfortable but with attitude.” Now stars such as Ben Affleck & Jennifer Garner, Beyonce & Jay-Z, Orlando Bloom & Miranda Kerr and Gwen Stefani are so glad they did. Because they can’t get enough of it. Think black, skulls, stars and giant lettering. It’s kick-ass style with humour.

Why we love it…
The main colour of the brand is black which is perfect for kids as it hides the dirt yet still looks good. Grey and white feature heavily as well, with a couple of new jazzy colours added each season. The name is good too – Nununu is Hebrew for “no, no, no don’t do that” in a gentle finger-waving manner. As well as the urban style, the smell of the clothing is a big seller too (each item is pre-washed to give a deconstructed vintage feeling). Kids look pretty cool in most Nununu collections but the Star and Circles range in the Shadows 8 to 14 range is a big favourite.