Olive Loves Alfie SS16 Look Book

As a stylist and art director I spend much of my time putting together imagery for brands and editorials. There often aren’t enough hours in the day. All too often that means that images for my own store Olive Loves Alfie take a back seat and never get ticked off the ‘To Do’ list.  This season with the help of one of my favourite up-and-coming children’s fashion photographers Hannah Coates we set out to change that. 

We shot on location in our new store Olive Loves Alfie East and in the surrounding streets in East Village. Its an urban idyll that perches on the edge of the Olympic Park - where the concrete architecture, wildlife and trees meet to create an urban oasis.

The only prop in the shoot that isn’t for sale is our prized vintage Silver Cross pram. It is our alternative shop sign that sits on Victory Parade on sunny days.

Featuring SS16 kidswear from  Bang Bang, Bobo Choses, Molo, Salt Water, Stella McCartney,  and Wolf and Rita. Plants and terrariums from our growing selection that changes weekly.

For up to date info about the store, our collaborations, events and workshops follow us on instagram.


With thanks to our Sadie and Presley, Lillia, Sidonie, Fi and Sofia.

Photography Hannah Coates

Kids Grooming Mira Parmar using Neals Yard and Bumble & Bumble

Using Format