From stitching clothes for her own children to dressing the young Princes and Princess, we speak to Rachel about her self-titled luxury fashion brand – and how it feels to have world-famous fans.
You became a household name when Prince George wore your sailboat smocked dungarees for his first Royal appearance. Since then you have become a firm favourite with the royal household. How does it feel to see such famous faces wearing your designs?
“Every time I saw Prince George, Princess Charlotte and Prince Louis wearing our designs it made me feel incredibly proud. It always feels a true honour to see any child wearing our pieces, but seeing the British Royal Family in them is incredible. It is so special and a privilege I never take for granted.”
So how important has the Royal connection been to the growth of your brand?
“While it has certainly brought wonderful visibility, I truly believe our growth has always been rooted in the timelessness and quality of our designs. The Royal connection introduced us to a wider audience – and an international one – but it is the timelessness of our designs, our respect for traditional craftsmanship, and our attention to detail that keeps customers coming back.”
You started out as a model and walked catwalks while completing your degree at Cambridge University. Have you always had a strong work ethic?
“I’ve always been focussed, curious and interested to learn. Balancing modelling as I studied Social Anthropology was fun, as I travelled the world for photoshoots and gained a sense of independence early on. I think that drive has naturally carried through into building Rachel Riley, the brand.”
What did modelling teach you about the fashion industry?
“To see the inside of fashion houses in Paris, New York and Tokyo – that gave me a priceless understanding of how the industry worked. Wearing different designers also gave me an appreciation for design, fabric, silhouettes, and of course, presentation and photoshoots. I suppose it also helped me understand how clothing can evoke emotion – something I have always wanted to capture with childrenswear.”
When did you learn to sew?
“As a child, which sparked my love for creating garments. I felt the immense satisfaction of creating something from scratch. Back in the day we learnt at school, which was such a terrific opportunity. Over the years, I also built up a catalogue of vintage fabrics and prints from the 1930s to the swinging Sixties, which area has always been a huge source of inspiration for me. They lend themselves so well to the emotive storytelling aspect of childrenswear design.”
Why did you choose childrenswear?
“It’s always been incredibly joyful for me. I wanted to bring back a sense of tradition: beautiful prints, classic silhouettes and pieces that truly feel special. When my own children were small, I saw a gap for clothing that combined nostalgia with modern practicality.”
Was it difficult to get your initial idea off the ground?
“It all began quite organically. I started by designing a small collection and working closely with skilled makers to bring it to life. From there, work grew steadily through word of mouth and a loyal customer base who appreciated our aesthetic. We were also incredibly lucky to have lots of press interested in our story in the UK, USA and around the world.”
Going back to your own children – did you make their clothes?
“My kids were wonderful little muses! I made lots of their clothes in the early days, which allowed me to test designs in a very real, practical way. I used my kids for fit models and to see what did and didn’t work, even measuring them as they slept to check I had the correct measurements for pattern cutting. I loved to dress them in matching outfits so I could easily spot them when we were out. I had three children in four years, and they were energetic!”
Years later, your daughter joined the business. You must be very proud?
“Yes, it’s been such a pleasure to have her involved. Rose brings fresh perspective while understanding the heart of the brand. Working together feels very natural. We both bring differing yet complementary skills to the table, and we also share an innate appreciation for what we are building together.”
How would you describe Rachel Riley clothes today?
“Timeless, elegant, and thoughtfully crafted. Our pieces are rooted in traditional British design, with a focus on beautiful fabrics, delicate prints, and impeccable finishing. For Spring/Summer 2026, we have drawn inspiration from carefree summer days – think soft pastels, playful prints and light, breathable fabrics, with a sense of nostalgia woven throughout.”
When this season is over – what is next for you?
“We are always looking ahead while staying true to our heritage. We will be expanding internationally and continuing to refine our collections to empower children to look and feel good. There is so much to look forward to!”
For more information visit www.rachelriley.co.uk
