Children’s designer fashion shop in Ilford to feature in TV documentary

14:08 15 August 2014

Jesse and Nick Bassi. set up their shop Childsplay clothing in Ilford, which is where they sell designer baby clothes (e.g. - Prada, Dolce and Gobana, etc) which now sell all over the world. 
Jesse Bassi, at his shop.

Jesse and Nick Bassi. set up their shop Childsplay clothing in Ilford, which is where they sell designer baby clothes (e.g. - Prada, Dolce and Gobana, etc) which now sell all over the world. Jesse Bassi, at his shop.


Two brothers who own a successful designer clothing shop for babies and children will feature in a TV documentary.

Director Jesse Bassi and chief executive Nick Bassi of Childsplay Clothing in Clements Road, Ilford, said they were “excited” when approached by ITV to make a documentary about the store which sells designer brands such as Prada and Dolce & Gobana.

Nick said: “Children’s fashion is a bigger business than ever and, with more designers bringing out children’s collections, we think it is a part of the fashion industry that will continue to grow.”

Childsplay, which aims its clothes at newborns to 16-year-olds, was set up in 1990 after Jesse and Nick grew up surrounded by fashion.

Jesse said: “Our parents were in the fashion and clothing industry and we were always heavily influenced by it, so it seemed like a natural step to take in our careers. But we wanted to be different and saw that there was a niche gap in the market for luxury childrenswear.”

The shop sells exclusive items from a Ralph Lauren cotton under costing £14 to a Burberry baby girl’s dress with a £112 price tag.

Nick said: “Of course it is fun to sometimes follow trends, a lot of our collections are mini versions of the mainline adult collections but with a kid’s twist. We would never stock something we deemed as inappropriate or unsuitable for children.”

The business grabbed the attention of ITV which plans to air Baby Wears Prada in October.

Jesse said: “There are big changes happening for Childsplay at the moment. We recently had a complete re-design of our teenage store which we had interior- designed to make it appealing to teenagers.”


Welcome , please leave your message below.

Optional - JPG files only
Optional - MP3 files only
Optional - 3GP, AVI, MOV, MPG or WMV files

Please log in to leave a comment and share your views with other Ilford Recorder visitors.

We enable people to post comments with the aim of encouraging open debate.

Only people who register and sign up to our terms and conditions can post comments. These terms and conditions explain our house rules and legal guidelines.

Comments are not edited by Ilford Recorder staff prior to publication but may be automatically filtered.

If you have a complaint about a comment please contact us by clicking on the Report This Comment button next to the comment.

Not a member yet?

Register to create your own unique Ilford Recorder account for free.

Signing up is free, quick and easy and offers you the chance to add comments, personalise the site with local information picked just for you, and more.

Sign up now

Latest News Stories

Entrance to Cromer Road, Woodford Green. Picture: Google Street View

Police were alerted after a man was found trying to talk to children through a school gate on Monday.

Goodmayes Avenue, Goodmayes, where the taxi driver was found by a member of the public, collapsed near his car. Photo: Google

Redbridge police have appealed for witnesses of a robbery, which left a taxi driver with a fractured skull, in Goodmayes.

Cllr Ross Hatfull, cabinet member for housing, payments and benefits blamed severe central government cuts for the council tax relief cuts.

Labour’s proposals to cut council tax relief have come under fire from opposition parties in Redbridge.

Most read news


Tesco - Every little helps

Would you like to have the opportunity to win a huge £2,500 to spend at Tesco? Well with this amazing prize you can do exactly that! MyOffers are giving you the chance to get your hands on £2,500 to spend on anything you desire may it be free weekly groceries for the foreseeable future, a new TV, home decoration or even a new sofa!

You could get your hands on the new Samsung Galaxy S6 Edge!

Here’s your chance to win one of the most feature-packed smartphones on the planet, from tech giants Samsung, The Samsung S6 Edge!

Digital Edition

Read the Ilford Recorder e-edition today E-edition
Family Notices 24

Local business directory

Our trusted business finder