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Sweetest summer fashion

There's no shortage of gorgeous children's companies, but high street brand Joules is our pick for the best-dressed kids on the beach.

I was mooching around the internet last night looking for holiday clothes for the kids and found myself lurking at length on Joules‘ website. Have you checked out this British brand recently? Their childrenswear is so ridiculously cute this season that I thought I’d share with the class. Sweet, eh?

 

Cat hat, £16.95

 

I was reading recently that Joules is that rarest of UK retailers – one that’s bucking the doom’n’gloom trend elsewhere on the high street, with their sales up 17 percent in the last year. If you’re one of the record-breaking numbers of Brits who are taking a staycation this year rather than heading for the airport, you’re likely to stumble across one of their shops, which pepper the promenades of seaside towns from Cornwall to Norfolk. Word to the wise: they often have in-store cafés so you can bribe your little darlings with ice cream while you browse.

Beach basket, £11.95

 

 

 

 

Meanwhile, I’m wondering if I can squeeze the Muddy torso into an age 12 of  that chic stripy sundress… could I? Should I? Hey, why are you sniggering?

Striped dress, £21.95

Joules.com

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