Classic luxury childrenswear brand Annafie is rebranding this Autumn. The company’s new logo features a softer design, which better represents the brand’s identity and the traditional hand-smocking and embroidery that it is known for. The ‘hand sewn’ star in the logo hints at the magic of make-believe and fairytales that is part of the brand’s new narrative and direction, whilst the handwritten font highlights the heritage that Annafie has in traditional clothing.

“We still love the idea of Annafie being a traditional, classic brand, but our old logo felt a little static and the pink felt too feminine and not representative of our expanding catalogue for boys and girls” says Leonie von Schweinitz, CEO and Creative Director,“There have been big changes at Annafie in 2019, with new ownership, a brand new website, new designs and fabrics, and new social media accounts. The new logo represents us becoming clearer about who we are and what we stand for. We are excited to see lots of little #smockstars in the new designs this Autumn/Winter, and beyond.”


Don’t forget to share your Annafie inspirations with us by using the hashtag #smockstar! Share your little #smockstar for a chance to be featured every Friday on our Instagram @annafielondon.

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Further reading

The History of the Christening Gown

During early baptism (around AD 160-220), babies were wrapped in plain swaddling bands. Swaddling bands were more restrictive than the muslins we swaddle newborns in

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