Whimsical clothing is definitely having a moment, and when it comes to childrenswear, we have Simone Ryan to thank for it.
With her spectacular collection of baby and girls’ clothing, Peggy is undoubtedly one of Australia’s prettiest brands for little girls. Created in Melbourne and named after Simone’s grandmother, Peggy keeps an air of old fashioned whimsicality in its gorgeous designs. The range features dresses, pants, nappy covers and hats – all of which can be mixed and matched, and allow children (or perhaps their mothers … We’re only human) to create a perfectly quirky, boho look. We spoke to Simone about the brand, her favourite pieces, and how she has managed to create and sustain a beautiful brand in this crowded market.
Tell us about the new Peggy collection and what inspired the range?
The spring collection has really evolved. We’ve worked with illustrator Bonnie Mooney on one of the prints. We’ve also gone up to tweens and we’ve added swimwear. So, it still has that vintage retro feel that we are known for with a mix of florals, checks, stripes and cute 50s shapes, but we’ve tried to evolve the label to move with our customers.