Helmed by fashion industry veteran Rebecca Guinness, Elfie is an independent British childrenswear brand offering equal doses of tradition and whimsy. Exploring the work of classic children’s illustrators including Arthur Rackham, Richard Scarry and Elsa Beskow for inspiration, Elfie designs embolden young imaginations. Smocking with playful embroidery, floral prints and hand knits in rich colours abound in our seasonal collections, which are complimented by an ever-evolving assortment of sleepwear and basics.