Children’s designer fashion shop in Ilford to feature in TV documentary
14:08 15 August 2014
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.”