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

Jesse and Nick Bassi. set up their shop Childsplay clothing in Ilford, which is where they sell designer baby clothes (e.g.

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. - Credit: Archant

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.”


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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.”

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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.”

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