There’s a new name in Australian childrenswear and it’s one worth knowing. Nell, the brainchild of designer Charlotte Lushington, has arrived with a debut collection so charming, so considered and so delightfully unexpected that parents and their kiddos are going to fall hard.
The debut collection, Piccolo Pomodoro, is nothing short of a celebration. Bold primary colours meet gloriously quirky culinary motifs, think whimsical tomatoes, cheeky sardines and swirling pasta illustrations that feel more art gallery than kidswear.
The campaign shoot leaned right into the theme, centring around ripe produce, pasta and children simply having fun. Very European. Very Nell.
What sets the label apart goes beyond the prints. Most pieces feature embroidery or hand-drawn placement graphics, giving each garment a distinctly artisan quality that moves well away from the mass-produced aesthetic currently flooding the market. Nell’s style is quirky without trying too hard, and that’s a rare thing.
Charlotte is no newcomer to the fashion world. With more than 13 years of industry experience and an impressive roster of credits including Scanlan Theodore, Significant Other, The Fifth Label and Wrangler, she knows her way around great design.
But it was becoming a mother that shifted everything. Watching her daughter move through the world with unfiltered creativity and joy, Charlotte found herself looking at the kids’ clothing market and wondering where the magic had gone.
The answer, it turns out, was partly in Europe. Time spent living abroad introduced Charlotte to the exceptional quality and charm of European childrenswear, and a seed was planted. Nell was founded to bring that same standard, beautifully made, thoughtfully designed pieces built to last, to Australian families.
Underpinning the label is a genuine slow fashion philosophy. Quality cotton and cotton blends ensure every piece is durable, soft and made to be handed down, because the best kids’ clothes should outlast the season, and maybe even the childhood.
The Piccolo Pomodoro collection is available now via Nell’s online store, with prices starting at $49.95 for tees and up to $99.95 for statement pieces. Boutique stockists are also on the horizon.
For more information, visit shopnell.com.au or follow @nell_creative on Instagram.