The Yorkshire mums’ kidswear brand turning heads in Hollywood

Two young mums from Bradford have found their designs in high demand with Hollywood’s A-listers after launching their own luxury children’s wear brand.

P Diddy, Kylie Jenner and Snoop Dogg are just some of the famous Hollywood names who’ve been quick to snap up pieces from the House of Juniors’ collection.

Founded by friends Natasha Formoy and Chantelle Etienne, the pair first worked from Natasha’s home alongside their full-time jobs in order to successfully set up their new business.

Over the past few years, they’ve gone from strength to strength – with no intention of letting the pandemic slow them down.

Aimed at children aged 5-16, House of Juniors got its first big break in 2018 when it was chosen to showcase products at London Fashion Week’s official children’s runway Mini Mode.

Thinking outside the box, Formoy and Etienne brought down local kids from Yorkshire to walk in their show amongst brands such as Marc Jacobs and Karl Lagerfeld. Suffice to say, the event was a hit.

As a result of the catwalk’s success, the pair were later awarded a campaign with Harper’s Bazaar.

Still, it wasn’t until P Diddy (aka Diddy) posted an image of his twin daughters Jessie and D’lila wearing the brands signature fur coats on his Instagram that the brand really started to skyrocket.

Fast getting a name for themselves amongst LA’s celebs, Chris Brown, Snoop Dogg and Kimora were quick to follow – posting photos and videos of their children wearing pieces from the House of Juniors fashion line.

“The demand for clothes has been insane since Diddy posted his daughter wearing one of our fur coats,” said Natasha.

“The power of social media has been such an important part of creating awareness for our brand. It was surreal to see the clothes designed by two mums from Yorkshire being worn by the children of Hollywood celebrities.”

More recently, the brand’s iconic pink fur coat was seen in Stormi’s wardrobe in a recent post on Kylie Jenner’s Instagram – with X revealing they are hoping it will make an appearance in this season of Keeping Up with the Kardashian’s..

This year sees House of Juniors’ founders travel to the USA to explore new retail opportunities, with their ultimate goal to be compared to Virgil Abloh’s OFF WHITE (but for children).

They’ve also just collaborated with PUMA to produce a creative design due to reach stores across the UK, France, Germany, Ireland and America soon.