British Royal Family on Buckingham Palace Balcony

Style for Princes & Princesses: 10 Brands the British Royal Children Wear

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The kidswear brands with the royal seal of approval

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If you haven’t seen Kate in your local branch of Mothercare or bumped into the Prince buying baby-grows in Gap Kids, fear not. These are the brands and designers worn and favoured by the royals (and their children)…

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What do the Royal Children Wear?

The royal family are well-known trendsetters, calling the shots when it comes to creating the quintessentially British look. And while the grownups may be decked out in Hunter, Barbour and Burberry, the kids’ fashion isn’t anything to scoff at. The royals, while associated with many impressive high-end brands, aren’t ones for sticking to the status quo and regularly kit out the little ones in a mix of high street brands and big names.

Want to know where our favourite family find their kids’ clothes? We’ve rounded up the brands the royals go to time and time again…

Brands the British Royal Children Wear

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Blue floral smocked dress

Rachel Riley

Inspired by the 40s, 50s and 60s, Rachel Riley creates luxury children’s clothes in beautiful prints and classic styles. Prince George wore dungarees by the British designer for his first official engagement, a very important Plunket play date in New Zealand.

When the Prince and Princess of Wales attended the annual church service at Windsor Castle on Easter Sunday 2022, they brought the family together in shades of blue. Princess Charlotte looked ready to welcome spring in a blue floral gown by Rachel Riley, which she partnered with a navy cardigan and blue tights. The Forget Me Not Smocked Dress features puff sleeves, a gathered skirt and hand-smocked detailing that perfectly complements the delicate floral pattern of the gown.

Read our ‘At Home with Rachel Riley’ interview, here

Image: Rachel Riley Forget Me Not Smocked Dress, £119,

Princess Charlotte holding a butterfly outdoors while wearing a blue Jonh Lewis top

John Lewis & Partners

Princess Charlotte sported a John Lewis lace trim T-shirt to support the Big Butterfly Count last summer. It’s not the first time she’s been seen in the brand; a pair of embroidered John Lewis dungarees instantly sold out after she was pictured in them on Father’s Day 2021.

John Lewis was also the brand of choice for Prince George’s eighth birthday, wearing a striped blue and orange polo shirt.

Image: Instagram @dukeandduchessofcambridge

Blue kids' jacket


Prince George wore an Amaia jumper for his first meeting with sister, Princess Charlotte. That’s pretty important stuff.

Princess Charlotte also wore a red pea coat by the brand in her first school photograph, and the same design in green at the 2019 Christmas Day service at Sandringham.

Prince Louis followed in his siblings’ footsteps when he wore a blue Amaia jacket – still available online – to a pantomime at the London Palladium last Christmas. Amaia was founded by mums Segolene and Amaia who moved from France and Spain respectively to London where they set up the brand.

Image: Amaia Redwink Blue Jacket, £85,

Cambridge family posing for a portrait photo

Ralph Lauren

Ralph Lauren is a favourite of the young Princes and Princess, who are often spotted in the brand. Prince George sported a striped cable wool-cashmere jumper at a pantomime last Christmas, while Princess Charlotte stole the show in the Cambridge’s 2020 Christmas card by wearing the brand’s wintery wool-blend knit. Both pieces sold out immediately.

Image: Matt Porteous

Brown boots kids' boots

Penelope Chilvers

Inspired by her time in Girona and Barcelona, Penelope Chilvers’ footwear brings classical Spanish riding boots to England. For over seventeen years her Tassel Boots have been a firm favourite of the KAte Middleton, who has worn them on farms, photoshoots and Royal Tours. Princess Charlotte carried on the tradition by wearing the kids’ version – Mini Tassel Boots – for the Cambridge’s 2020 Christmas Card.

Image: Penelope Chilvers Mini Tassel Boots, £259,

The Cambridge royals meeting Sir David Attenborough


The royal children have also been spotted in clothes from luxury West London kidswear retailers Trotters, which is run by husband-and-wife team Sophie Mirman and Richard Ross. Prince George wore the brand’s Thomas Brown blue checked shirt in 2020 to meet Sir David Attenborough.

Image: Instagram @dukeandduchessofcambridge

Blue kids' jumper

Wild & Gorgeous

The Windsors are known for passing down their favourite clothes, which means they must really love this blue Wild & Gorgeous jumper. Prince Louis was spotted wearing the piece a few years after Prince George had grown out of it. Perhaps it’s so popular because of it’s name – the ‘Harry jumper’. Designed by a British duo, Wild & Gorgeous began with clothing for girls. Lucky for the Princes, they later expanded to feature great clothes for boys too.

Read more about the brand’s co-founder here

Pepa & Co Princess Charlotte Dress

Pepa & Company

Princess Charlotte and Prince George have worn this label numerous times. Princess Charlotte’s hand-smocked dress worn for a party in Canada was an instant sell-out item. In 2017, Pippa Middleton invited Spanish founder Pepe Gonzalez to design the outfits for the page boys and flowers girls at her nuptials. Like most of the Royals’ preferred brands, Pepa & Company offer beautiful classic styles.


Olivier London

Princess Charlotte wore a cashmere cardigan from this brand on her first birthday. Olivier Baby is run by two sisters who hand-knit the samples and test the clothes on their five children (who often also feature in the brand’s campaigns), and the cashmere cardigans make for perfect presents.

Image: Olivier London Cashmere Vintage Cardigan, £89,

Princess Charlotte sat on stone steps wearing a red coat and pink scarf

Marie Chantal

Prince George and Princess Charlotte have both been photographed wearing this brand. It was founded by Marie-Chantal, the Crown Princess of Greece, in 2000, and prides itself on crafting luxury children’s pieces from beautiful fabrics. Charlotte was pictured in their cashmere scarf on her third birthday photograph, and also wore a dress by the label to a polo match.

Image: Instagram @dukeandduchessofcambridge

Featured image: Instagram @dukeandduchessofcambridge