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Gone are the days when children were seen but not heard – an electric group of future trend-setters were seen protesting on Oxford Street, London last weekend, why? Because they are fed up with being told to wear boring stereotypical clothes! Lucky for them, a new label has come to town.

Anti-stereotype brand, Rockabye-Baby, has a fresh approach to dressing kids and a motto to match – don’t give into mainstream cute. 



Owner and founder, Emma Parkes-McQueen, believes kids should be able to dress as individually as they think and is spearheading the campaign ‘down with cute; up with cool’. 


This bright and funky range of luxury cotton clothes for children up to the age of eight looks fantastic and is not designed with ‘three-year-old-Daisy-who-only-wears-pink’ or ‘six-year-old-Max-who-loves-dragons’ in mind. With a musical theme to boot, they are cool clothes that crush clichés. 

Just as toy shops have started to listen to the public about the need to scrap the signage of gender-specific toys, Emma believes the same should be said for clothes. 

Why do we feel the need to even define the sex of our children? Is it because we’re offended if someone thinks our boy is a girl? Is it because we’re worried they will stand out from the crowd?

This great new brand simply focuses on cool – that’s unisex cool; across the board cool; appealing to all. It’s more than a brand. It’s a statement and one that is fun to get behind (and into). 



With an ethos that makes refreshing sense and a quality that is unrivalled, what’s not to love about this fresh new label!?

Following a competition organised by The Great Retail Revival Foundation, Rockabye-Baby was chosen as one the UK’s hottest new retailers to showcase its clothes at House of Fraser’s POP at HOF – a pop-up at the flagship Oxford Street store. The winner secures a year’s concession online. Send them a Tweet to show your support! (@gr8retail #popathof @houseoffraser @RockabyeBabyLDN)


Bailey Moss


Click here to shop the collection for your little one.