Buro loves: Contemporary childrenswear by Princess Marie-Chantal

Buro loves: Contemporary childrenswear by Princess Marie-Chantal

Royal finest

Founded in 2001 by HRH Princess Marie-Chantal of Greece, this is an international childrenswear brand that celebrates the playfulness of youth – in the most stylish way possible

After being raised in Hong Kong and learning from her entrepreneur father Robert Warren Miller, who founded the concept of Duty Free Shops (DFS), HRH Princess Marie-Chantal of Greece drew on her own experience of being a mother to five children to begin her own line 13 years ago, at a time when she was expecting her third – with the idea that the label would be practical, yet infused with references to her Asian upbringing.  

Fast-forward to today and the brand enjoys a host of A-list fans, fellow royal children, and a second-generation customer base who are now, "perhaps grandmothers themselves now", the designer explains, with Marie-Chantal still offering fun, fresh and modern designer clothing for babies and children up to the age of 12, sans stuffiness.

It has become renowned for high quality fabrics and 'looks', if you like. Items that resonate with contemporary appeal; clean and crisp with a playful twist that encompasses all manner of playwear, daywear and dresswear, in styles that won't date.

Marie Chantal 2

Fit for a princess: Marie-Chantal AW14


Currently undertaing a strategy of global expansion, this is a label that plans to triple its current output of a handful of standalone stores based in London's Notting Hill and Chelsea areas, with further presence in around 20 countries at high-end concessions – think along the lines of a permanent place at Harrods in London, and here in the Middle East at Angels in The Dubai Mall, plus Nest, Trunk Boutique and The Children's Boutique in Abu Dhabi. 

Outstanding quality is key to these pieces, created at the Marie-Chantal studio in the heart of London's Chelsea using hand-picked materials such as Scottish wools, cashmere, Peruvian Pima cottons and silks and signature buttons.

Having recently joined the board of her billionaire father's global corporation with DFS, as well as covering Tatler and Vanity Fair in the past, plus being questioned by Suzy Menkes during her time at The New York Times last year, this is one Princess that's certainly proving to not only be the perfect face to front a strong label – one that's only growing in scale and demand – but boasting a sound business brain under her crown, too.  

Princess Marie-Chantal shares a range of personal inspirations (and dates with Valentino) via her Instagram handle @mariechantal22:

Explore Marie-Chantal's Autumn/Winter 14 collection available to buy now: