Cute Couture is a brand that celebrates our love of children and family
Hi! I'm the brand designer, Emma Jane, and together with my brother Giles we started Cute Couture.
Our connection to family runs very deep. In fact, Giles and I have worked together most of our professional lives. We worked together in the antiques fair market for many years before taking the leap into heritage childrenswear.
The lessons we learned in the high end antiques world about timeless design, uncompromising attention to detail and exceptional quality have all been applied to Cute Couture.
We want to create childhood memories that you can cherish forever. We want you to remember this moment, in this dress.
And it’s our wish that every time a little girl or boy puts on Cute Couture, they are ready to face the world with a smile, a swish of a skirt, a bounce in their step.
These are the clothes they will remember when they're all grown up.
Image: A highlight of Cute Couture’s journey was holding a week long pop-up in Peter Jones, Sloane Square
It's all in the detail
My fascination with beautiful, timeless, handmade things started with a toothbrush, a drop of fairy liquid and a memory of my father standing at the kitchen sink.
I was five and remember so vividly my Daddy talking about the beauty of an artist’s work as he gently and meticulously cleaned his most recent acquisition of Meissen porcelain.
I try to capture that same reverence for exquisite, timeless details and artistry in every piece of Cute Couture clothing.
My girls have all loved wearing my dresses since before they could walk. They’ve been my canvas and my inspiration from the very beginning.
Nothing brings me greater joy than bringing them into my work, whether it’s chatting about designs, playing with fabric samples or holding a photo shoot. It’s an absolute dream to be able to combine so many loves.
It’s been a marvellous adventure so far, and every year I feel more excited about my ideas. When I go to a fabric fair, I feel like a “kid in a candy store.” Surrounded by the colours and textures and patterns, I have to pinch myself that I get to do this for a living.
Emma Jane, Designer and Co-Founder of Cute Couture