9-10 FEBRUARY 2020

The Middle Daughter

The Middle Daughter is a girlswear brand for ages 2 -14 years. The concept is to create fully coordinated collections of stand-out pieces at a compelling price point thus allowing greater accessibility to the fashion savvy customer.

The Middle Daughter is the new brand from the founders and creative force of no added sugar. The distinctive handwriting of the former brand will be evident yet imbued with a pared-back spin as is the mindset; less obsessive about building an empire and more inspired to unleash this new girl with lashings of mischief!