Love Haidee: No sequins, frills or unicorns in sight

Finding fashionable, age-appropriate clothing that fits is near impossible.

Tired of leaving the shops empty-handed with a disappointed daughter, Emma Browning took matters into her own hands and started girls’ fashion label, Love Haidee.

Emma said Love Haidee was inspired by countless failed shopping trips with her 12-year-old daughter, Ella.      

“Clothes were either too mature or made for much younger children. There’s really not a whole lot of choice for those in between,” Emma said.

“Love Haidee gives parents a clothing choice for their daughters that isn’t cropped, too tight, skimpy, low cut, ill-fitting or poor quality. 

“There are no sequins, frills or unicorns in sight. Love Haidee offers simple, stylish, quality clothing, that’s designed with love to last.”

Emma said most children's clothing labels stopped at size 12 or 14 and because girls develop at different rates they’re difficult to fit.  

“Anecdotally, girls are outgrowing children's clothes at an increasingly younger age and women's clothes are simply not designed for girls’ bodies,” Emma said. 

“For example, the necklines are typically lower and the armholes deeper, making them fit poorly and look inappropriate on a young girl’s body. And then there are those petite girls that may still need to shop in the children's aisles and the colours and prints are designed accordingly. We are creating garments tween girls actually want to wear.” 

Emma sent us some of her 'PJs Your Way' sets to try. Eadie received the 'Sleep Shorts & Sleep Tank' set in Grey Marle and Liliah scored the 'Sleep Shorts & Short Sleeve Sleep Tee' set in Dusty Pink. From the moment my girls popped on their new PJs they were hooked! We are so grateful to Love Haidee for gifting us these soft and comfortable pyjama sets. It's so hard to find suitable loungewear for young women who want to feel comfortable and pretty without feeling exposed. The sizing is true to size and the material washes up beautifully. I can honestly say I am constantly throwing these sets in the washing machine to be put straight back on that same night... I had better get online and buy them another couple of sets!

To purchase your own PJs Your Way set or to check out Love Haidee's collection of Luxe Tops and Tanks, visit

Photography and styling by Anna Critchley Stylist

Anna Critchley

Anna Critchley is a stylist with a passion for great retail, hospitality venues and children’s fashion. She is a wife and mother of two girls, aged 14 and 11 years. Anna is constantly planning family getaways. Scouring social media, websites and blogs for new and out of the ordinary places to stay, eat and of course, shop… A passion for capturing memories, Anna is rarely seen without a camera in her hand.

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