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Today LCF alumni Viviane Jaeger, BA (Hons) Product Design and Development for the Fashion Industries, and Emma-Jayne ParksBA (Hons) Cordwainers Fashion Bags and Accessories, founders of SquidLondon launched their first ever children’s rainwear collection; SquidKids, exclusively at Hamleys on Regent Street.

LCF popped down to the launch to check out the cute new designs, including colour changing dinosaur print raincoats and iconic London Bus wellies, and to catch up with Emma-Jayne and Viviane. They explained that they couldn’t wait to receive feedback from customers about the new collection and that SquidKids will soon be rolled out across the UK in selected stores and available online. They also told us that a percentage of all SquidKids sales will go toward “Shooting Star Chase” a wonderful hospice which cares for babies, children and young people with life-limiting conditions.

Over the last six years Squid has grown to be an international brand stocked in over 18 countries – from MoMA in New York to the Tate on the Southbank. We can’t wait to hear what the girls come up with next.