Style For Princes & Princesses: 11 Brands The British Royal Children Wear

By CTH Editors

11 months ago

The kidswear brands with the royal seal of approval

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

1. Amaia London

The brand: London-based childrenswear brand Amaia was launched in 2004 by Spanish-born Amaia Arrieta, who wanted to create affordable yet beautifully designed garments for little ones. As she mentions on her website, ‘I truly thought there was a need for these beautifully handmade pieces to be shared with the whole world.’

On the royals: All three royal children are often spotted in Amaia clothing. Prince George wore an Amaia jumper for his first meeting with sister, Princess Charlotte (pretty important stuff), Prince Louis ore a blue Amaia jacket – still available online – to a pantomime at the London Palladium last Christmas, and more recently Princess Charlotte wore a bespoke Amaia coat to King Charles III’s Coronation Concert in Windsor.


2. Sfera

The brand: Spanish brand Sfera is known globally for its beautifully designed clothing, both for grown ups and kids.

On the royals: Princess Charlotte was photographed wearing a romper from Sfera for the Wales family’s 2022 Christmas card. The romper, which features embroidered strawberries around the neckline and red pompom frills on the sleeves, was teamed up with a pair of navy plimsolls from Trotters (likely the same she wore in last year’s card).

EXPLORE: You can shop the brand in the UK via

3. Rachel Riley

The brand: Inspired by the 40s, 50s and 60s, Rachel Riley creates luxury children’s clothes in beautiful prints and classic styles. The brand is known to have kitted out all the royal children for at least one occasion, with the first being when Prince George wore dungarees by the British designer for his first official engagement – a very important Plunket play date in New Zealand.

On the royals: 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



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4. John Lewis & Partners

The brand: High street stalwart John Lewis is perhaps as synonymous with British culture as the royal family itself. The shop, which is renowned for its beautiful (yet affordable) kidswear, is one of the royal family’s top choices for clothing when it comes to their children.

On the royals: Princess Charlotte sported a John Lewis lace trim T-shirt to support the Big Butterfly Count 2021. 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.


5. Ralph Lauren

The brand: Ralph Lauren is a favourite of the young Princes and Princess, who are often spotted in the brand.

On the royals: 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.

More recently, Prince George was spotted wearing a light blue Ralph Lauren polo shirt for the family’s 2022 Christmas card, matching his father, who was also wearing a shirt from the brand.


6. Penelope Chilvers

The brand: Inspired by her time in Girona and Barcelona, Penelope Chilvers’ footwear brings classical Spanish riding boots to England.

On the royals: 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.



The brand: 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.

On the royals: All three royal children from the Wales family were spotted in Trotters plimsolls in the family Christmas card in 2021, with Charlotte donning her pair again in the 2022 festive portrait.

Prince George also wore the brand’s Thomas Brown blue checked shirt in 2020 to meet Sir David Attenborough.


8. Wild & Gorgeous

The brand: 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.

On the royals: 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’.


Read more about the brand’s co-founder here

9. Pepa & Company

The brand: Like most of the Royals’ preferred brands, Pepa & Company offer beautiful classic styles.

On the royals: Princess Charlotte and Prince George have worn this label numerous times. In 2017, Pippa Middleton invited Spanish founder Pepe Gonzalez to design the outfits for the page boys and flowers girls at her nuptials.


10. Marie Chantal

The 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.

On the royals: Prince George and Princess Charlotte have both been photographed wearing this brand, but one of the most memorable (and cutest) moments was a portrait of Charlotte on her third birthday. You can see the princess wearing one of the brand’s cashmere scarves with a red coat.


11. Olivier London

The brand: 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.

On the royals: The royal children have all been spotted in Olivier London pieces at one point or another, with items passed on from the older children to the younger as they grow out of them. Prince Louis’ fourth birthday portrait (from 2022) shows the young royal wearing an old jumper from the brand dating back to one of its 2017 collections.



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Featured image: Ben Wicks, Unsplash