Cool, comfortable clothes for girls aged 0-8.
Where can you find a pretty dress without logos, sequins or Elsa on it?
It’s much harder than you think.
Fab new Australian label Play Etc is changing all that with cool, practical separates for young girls who like to play.
The brain child of friends (and mums) Bronwyn McCahon and Kristiina Rose-Innes, Play Etc is where you’ll find the perfect print sundress, mini liberty kaftans, retro type t-shirts and sweet striped separates.
Bron and I worked together in Magazine Land (she’s the former Editor of Cosmopolitan) for many years and I couldn’t be prouder to see a dear friend and true creative kicking fashion goals.
My nieces Lily (6) and Eloise (3) were the models and stylists for this shoot. They chose their own outfits and road-tested them out during a full-on play date in my garden.
From the mouths of babes: “Aunty P I love my dress” said three year old Eloise. ” I feel like a fairy but also a rocket ship driver.”
And that’s exactly how a good frock should make you feel…ready for anything.
Shop it like its hot.
CLICK TO BUY: Izzy Dress in Pink Floral, $59
CLICK TO BUY: Yellow Poppy Clip Bow in Large, $22
CLICK TO BUY: Charlotte Dress in White, $52
CLICK TO BUY: Clementine Dress in Blue Floral, $59