Beatrix and Christina chat with us about their online shop and share their favorite Fall styles and trends. I Dream Elephants is based out of London, Germany and Sweden. As mothers, they fell in love with the variety of fashionable clothing options available for little ones and wanted to curate a shop with all of their favorite lines.
What led you to the world of children’s fashion?
After our children were born, we were so impressed by the variety of fantastic children’s wear, that we turned our passion for always finding only the best for our children into our job. “We couldn’t find what we wanted anywhere” might be the motto of many businesses and designers, but NOT ours.
The shop’s name, “I Dream Elephants” is quite whimsical; how did you come up with that name?
We wanted to find a name that appealed to kids and their parents alike. We considered everything that was popular with children and their parents, such as flowers, dinosaurs, animals, etc. We picked elephants in the end, and chose a name which would inspire the imagination and “I Dream Elephants” was born!
How do you select the items that you carry? Are your choices market-driven or based on personal tastes?
Of course we’re guided by our own taste to some extent. We have 4 kids between the two founders und clearly consider, what they and their friends would like. But most importantly we try to meet our clients’ tastes and expectations, which is why we always appreciate their feedback.
Among the brands that you stock, which are your favorites? Which are the most popular?
As Directors of I Dream Elephants, we of course have the luxury to only pick those brands which we personally like. Therefore, we have no favorites, as each has their own strengths. Molo Kids for instance has “grown up” recently; and is particularly popular with our customers who have 6, 8 or 10 year old kids. Nadadelazos, one of our favorite newcomer brands from Spain. Their autumn/winter collection
is inspired by African surma and mursi tribes and full of great colors and hand printed patterns.
What trends are you loving at the moment?
Plaid. It is strong for boyswear this season – a trend we have longed for.
What colors and styles should we keep in mind when shopping for Fall 2014?
Fake fur. We love Bobo Choses’ leopard and two coloured fur jackets which will launch in early September. Or the black fur coat by Little Eleven Paris.