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Member Spotlight: Annafie luxury hand-smocked traditional childrenswear


Annafie was born from a desire to produce childrenswear considerately, in small batches, with longevity at the core of the designs and materials.


Annafie is a small, independent brand based in London and run by CEO and mother of four, Leonie von Schweinitz. Leonie is passionate about classic design, but also understands the importance of easy-care clothing that will last to be handed down.

Annafie sells traditional handsmocked dresses, rompers, dungarees and nightwear. All products are lovingly produced by skilled craftswomen in a family run factory in Madagascar, an island where the quality and finesse of hand embroidery and hand smocking is internationally admired. Many of the seamstresses have been producing Annafie dresses since inception in 2005. Each dress takes at least eight hours to complete, and the brand is very proud to be supporting the work of Malagasy artisan women and their families.


Over the past 15 years, Annafie’s combination of quality and luxury has made its clothes popular with the children of some of the world’s style icons, including the Duchess of Cambridge (hence Prince George’s namesake romper).

Annafie believes in letting kids be kids, which is why the brand makes beautiful clothes to be worn on beautiful adventures.

Sustainable Design

Founder Leonie von Schweinitz says: “At Annafie, our desire to produce clothing with as little impact on the environment as possible is at the heart of our design and manufacturing processes. We’d hate to see one of our slow and lovingly made pieces being thrown out because it was “last season”. We know that kids grow quickly, so we design clothes that can be passed on and treasured equally by a younger sibling or friend, whatever the year or season they grow into it.”


Most of Annafie’s collection is not seasonal or trend-led. It is designed to last and to look great now, next year and in ten years’ time. Each piece is produced from fine, breathable cotton to keep kids cool and comfortable in the summer and look great with a pair of thick tights and a cardigan during the colder months.


“Seasonality led to the rise of ‘fast fashion’, and to the increasingly disposable nature of a lot of adult clothing,” says Leonie. “At Annafie, we’re making a stand to stop this happening in childrenswear.”

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Annafie is a UKFT member. Interested in UKFT membership? Find out more here.