I discovered Tails and Tales at Bubble in June. I was intrigued by their concept of creating storytelling clothing and the superb quality of the clothing. Who says kids shouldn't dress up in their favourite characters everyday. But dressing up doesn't mean a cheap polyester get-up from Asda, no oh no, dressing up is all about fine fabrics and beautiful design. Tails and Tales is a new luxury children's wear brand offering contemporary fairy tale enthused clothing for boys and girls between 2 and 9 years of age.

http://shop.tailsandtales.co.uk

Here's a bit about Tails and Tales:

Merging together storytelling and clothing in one, Tails and Tales presents an innovative concept that celebrates the magic of childhood. Each collection introduces a new adventure, inspired by fairy tales and dressing up.

Dressing up is an inevitable part of childhood: it feeds imagination, opens doors to discovery and self-expression, and unravels the magic realm of characters into the real world.

With a focus on design and practicality, using high quality fabrics and trimmings, each item is designed to keep kids entertained and parents happy. They combine high quality longevity with style and versatile fun. Tails and Tales’ range allows kids to reflect their personalities but is flexible enough to be worn as everyday items of clothing.

Tails and Tales’ first season is inspired by Alice’s Adventures in Wonderland’s main characters of Alice, the Queen of Hearts and the Mad Hatter.