Elfie explores the work of classic children’s illustrators including Arthur Rackham, Richard Scarry and Elsa Beskow for inspiration, and its designs embolden young imaginations. Smocking with playful embroidery, floral prints and hand knits in rich colours abound in our seasonal collections, which are complimented by an ever-evolving assortment of sleepwear and basics. We want to encourage children to explore outside, build dens and get creative – which naturally entails mud, dirt and scuffles. Mindful of this we set about designing clothes that look like they’ve come out of a fairy tale, but are still robust enough for children that frolic about. So after the adventures end—whether it be saving granny from the wolves or dancing with your goblin prince—and bath time begins, the day’s outfit can be thrown into the wash, soon ready for the next outing.