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Big Fashion Spotlight

Business Spotlight: Slow Fashion With the seen collective

My fantastic friend Steph set up the seen collective, a bespoke, knitted jumpers brand when she moved to South Africa. You can put in an order for a made-to-measure cardigan or jumper and it’ll be knitted by a very talented group of women in Johannesburg. I spoke to Steph to find out how it started and how her slow-fashion brand is supporting women in SA.

What is your business and what makes it unique?

My business is called the seen collective. We are a tiny group of women based in Johannesburg, South Africa, who hand knit luxury jumpers and cardigans. I am the founder, Steph, and I moved to Joburg from London with my family a few years ago. In downtown Johannesburg, I work with a knitting group based in an old people’s home for women of limited means. We are the epitome of slow fashion :)! Generally, we make to order with a 3-4 week turnaround. We knit using the raddest locally-made yarn: a kid mohair merino blend, hand-spun and hand-dyed in the Eastern Cape. It’s so light and insanely warm; you can wear it on the beach and in the snow.

How did it all begin?

It was an idea that got some wind behind it. I met some beautiful women who were eager to work. We just began making, then selling: it snowballed really.

Each made-to-measure jumper or cardigan is £240, including shipping to the UK.

What inspired you?

From a design perspective: painting, fine art, and artists who use colour in unexpected ways. On a human level: the women I work with teach me so much. They are far wiser than me & we have wonderful conversations whilst working.

You might also like: New Business Spotlight: Dinkydeaks Handmade Jewellery

What is the meaning behind the business name?

I want the skills of this group of women I work alongside to be seen by a wider audience.

Who is your ideal client/customer?

Anyone who gives a hoot about where their clothes have come from and people who want to buy something to last a lifetime.

Follow the seen collective on Instagram, @theseencollective

What is your top parenting tip?

Listen to your gut. Parenting successfully is an ever-moving target. Enjoy the best bits and educate yourself when things feel difficult.

Oh, and strict bedtimes!

Steph’s favourites

Shop: In Joburg, Convoy — a beautiful spot for locally-made fashion. In London, so many! I love the feeling of some of the traditional department stores, so uniquely British — Liberty’s has to be my favourite. I like a side of nostalgia with my shopping, which is perhaps accentuated by being an expat at the moment :). VV Rouleaux is a treasure trove and also love James Smith & Sons, the umbrella store near Tottenham Court Road.

Website: Instagram is invaluable to small business. I have had to set a timer on my usage though.

You might also like: New Business Spotlight: Fine Jewellery From Coco Clara

Holiday destination: Scarborough in the Western Cape is jaw-droppingly beautiful. Kruger is up there too. In fact, so many places in South Africa – we are very lucky. Ile d’Arz in France is a magical island. And anywhere in Italy.

Restaurant: We lived in Moscow for a long time and Pushkin is one of my favourite restaurants in the world. In London, I can’t get enough of dim sum at Royal China or Yauatcha Soho. In Paris, it has to be Robert & Louise for steak.

Hotel: Babington House

Each made-to-measure jumper or cardigan is £240 including shipping to the UK.

To find out more, visit and don’t forget to follow @theseencollective on Instagram.

Looking for something else? Take a peek at my ultimate directory for the best parent, style and business recommendations.

Big Fashion

12 ‘School Run’ Trainers To Keep Your Feet Comfy On The Move

There are loads of funky trainers on the market at the moment. You don’t even have to be heading to the gym after school drop off. To follow on from my latest activewear picks, I thought it would be good to do a trainers feature too.

Rider Play, Puma


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V12 White Oxford Grey Sari Sneakers, Veja


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Prsx Beige Leopard Sneaker, Philippe Model


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Read also: 13 Activewear Pieces That’ll Motivate You To Actually Get Active

Superstar Sneakers, Golden Goose


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Alhena Green, Atlantic Stars

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Eclipse Premium, Diadora


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You might also like: 10 New-In Hush Pieces I Couldn’t Resist

Shine Vintage Look Trainers, TLM Edit


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Low Top Off Court, Crime London


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BODY Wedge Trainers, Ash


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Cru Signature Black Star Trainers, Air & Grace


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See also: New Business Spotlight: Don’t Plan A Birthday Bash Without My Little Party

Nike Air Max 90, Nike


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URCA CWL White Ultraviolet Orange Flo, Veja


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If you like this post, you may also like…

13 Activewear Pieces That’ll Motivate You To Actually Get Active

10 New-In Hush Pieces I Couldn’t Resist

10 Fashion Picks To Brighten Up Your Autumn

Looking for something else? Take a peek at my ultimate directory for the best parent, baby and business recommendations.

Big Fashion

10 Styles To Get You Into Sneaker Season

It’s been a while but I’m back feeling refreshed and enthused once again about sharing my finds with you. I have taken a step back the last few months, especially from collaborations, and enjoyed a season with friends & family and when I have worked, it’s  been to keep on top of! Now looking forward to returning to my first love and the reason I started The London Mummy – to write what I feel at the time of sitting down to write!!

And today that is a TRAINER POST!!! The reason that it is a trainer day, as I have been on the hunt for a new pair (you have to buy yourself a new pair each season and it doesn’t have to be expensive).

First and foremost, I have to outline what is currently ‘in fashion’. Not one to follow trends it would be rude not to share what’s on every fashionista’s feet at the moment.


Forget white plimsols with stars on them (so last year) it’s now all about chunky, big soled, old school style, trainers.

If you are yet to venture there – let me give you some inspiration that I have taken from Pinterest.

Leading the charge (in my opinion) are the Nike Air Max 90/1. Dig them out – I am sure you own a pair you have just forgotten! air-max-90-1-shoe-tllw3h

Another brand I love that you will find similar styles to the above, is Italian brand, Diadora.

I have my eyes on these N902S which are £80


If you are feeling more daring, they have a wonderful collection of colourful sneakers – these Diadora Heritage Monte Carlo £230 are my favourite but sadly out of budget!


If you like the style above, Cheltenham based Keith Scarrott is on fire with their new season animal print sneakers. I love these Greta’s and at £149 they aren’t too eye watering!


Air and Grace are hot contenders for snazzy sneakers. I have my eye on the Multi Coloured Trainers that are in collaboration with Zoe from Dress Like a Mum.


I have to tell you about these Leather High Top Trainers which are available for pre order. So tempting…

leopard high tops

Heading back to chunky trainers, if you are unsure about the look so don’t want to spend too much money, Misguided have a pair in three colour ways for £35.


Heading over to ASOS, they have a pair that mix the sports look of the chunky trainer with the lifestyle look (of a mum) leopard print!! Here are the


Deputy Trainers

There were too many fantastic colour combinations over at Veja, but I am a massive fan of their trainers. These roller trainers are their latest design! Try doing the school run in them 😉


& Other Stories have a good range of mid priced sneakers. I love these Nike Air Force Low 1 sneakers and am now deciding whether I go for them rather than the safer navy/red at the top.


Multi Colour

What do you think?

Thank you for reading and I look forward to sharing my discoveries with you. If you have any topics you would like to investigate, please let me know

Lots of love

Lucinda x

Big Fashion

4 Heatwave Dresses If You Don’t Want To Bare Your Body

I don’t know about you, but when it is this hot, especially this heatwave,  I can’t wear sleeves or cover my legs. However, I won’t do shorts or scrappy vests (nothing wrong with this but you have to be a bean pole) – it has to be a dress. There is something wonderfully freeing about the sun shining that makes you forget your foibles and just get it all out. That’s until the sun goes down and all of a sudden I feel a bit self conscious flashing my bingo wings in a strappy vest and showing off my thread veins to all and sundry in a short dress.

So, what to wear to stay confident the whole day? I have found a few bits that look and feel cool without flashing too much flesh.

A linen shirt dress is a low key stylish way to keep cool

Whistles Bella Linen Shirt Dress £139

Linen Shirt Dress


An off shoulder dress is universally flattering and this long length maxi will hide any cankles.

Maison De Nîmes Maxi Dobby Dress £65

Off shoulder dress

Denim is always a good idea and light weight denim fabric chambray is a perfect summer alternative to heavier denims and this sleeve and length is still feline with nipped in waist. 

Oasis Angelica Dress £55

Angelica Dress

A strategically placed knot below on this fabulous T shirt dress, will draw the eye away from any area you don’t want the eye to go to!

All Saints T – Riva Dress £98

Linen Shirt Dress

Hope this has helped inspire a few purchases. The heat is here to stay for a while so worth investing in these classic pieces.

Stay cool ladies xx

Big Fashion

Auree Jewellery : How To Style Your Summer Holiday

Whether you’re jetting off to party in New York, relaxing on the beach in Italy (with the little ones in tow) or exploring the streets of Barcelona, don’t fret, all you really need is a handful of carefully selected jewels. The Sunday Times described Auree as the ultimate Beach Candy; but what are the key pieces that Amelia, Founder of Auree Jewellery, will be squeezing into her suitcase this Summer?

Take it away Amelia…

This utterly beautiful gemstone necklace is something I always take away with me. A pretty combination of natural gemstones nestled in 18ct Gold Vermeil, it is easy to put on and goes with everything. It will take you from the sun-lounger to the cocktail bar (I’ll have an Aperol Spritz) – and on until you are rudely awoken at sunrise by your little treasures…


Striking yet neutral gemstone earrings are something I wear everyday as you can really wear with any colour. This design is also great as they can’t be pulled by little children! Pretty crystal drops that catch the light and will pick up other colours making them super easy to wear.


I have recently started wearing more silver again and this necklace (with its matching bracelet and earrings) is a new favourite. A classic piece to go with a maxi dress and crucially, a tan.


I like to get to the airport HOURS in advance (my husband teases me that I would be happier going the day before) so for me, a good Summer watch is essential. Our Montmartre watches combine hand sewn two tone soft Italian leather with a no-nonsense Japanese movement. We’ve just launched a selection of limited edition watch straps in beautiful Summer colours.


How many times have you packed your heels and not worn them? The opposite is true for our new Brooklyn necklace. You’ll be packing it (and wearing it) every day. And no city break (or trip to New York) will be complete without it.


So many tempting ideas, that will see you through summer and beyond. I love the gemstone necklaces. Pretty!!

Big Fashion

Don’t Dismiss The Jumpsuit

Ever since I tried and bought a black jersey jumpsuit, I have been a jumpsuit convert. They are  comfortable, hold me in place (love that I can bend over without the fear of a builders bum) and makes me feel like I have still got it. (I was going to use the word cool but after watching Love Island – apparently cool is really not cool and I refuse to say ‘sic’).

Here are a few jumpsuits I have my eye on and a lot are on sale at the moment.

Warehouse Blossom Print Jumpsuit £59

This would be a lovely jumpsuit for holidays. I love the bright red and flowers on it although I can see that it wouldn’t be for everyone!

Blossom Print Jumpsuit

Mela London Palm Tree Print Jumpsuit Now £20

This is the perfect beach jumpsuit. Be quick as there are only a few sizes left (and I am going to buy one, so that’s one less!)

Mela Palm

Whistles Broderie Jumpsuit £109

If I could guarantee that my children weren’t going to eat chocolate ice-cream as soon as I donned this, I would go for it. Alas, they are drawn to red and brown substances during the summer months so I will have to play an air shot (regrettably).


Whistles Broderie

Whistles Bali Print Jumpsuit Now £99

Another great one for lazy summer days. It was £199 and is now half price which I am really surprised about!

Bali Jumpsuit

Whistles Denim Jumpsuit Now £99

This is a good pre fall purchase – would look lovely with your post summer tan and white trainers. Invest now – jumpsuits aren’t going anywhere!

Denim Jumpsuit

Are you on board or are you leaving this trend alone? I strongly urge for you to go and try a couple on – or order some so you can try in privacy. I have a feeling you might like them! xx


Big Fashion

Summer Accessories For Rainbow Lovers

Nothing says sunshine like a bit of rainbow print. I have rounded up some summery fun rainbow clothes and accessories today, so if you are a rainbow lover – come and find that pot of gold with me!! (Scuse the cheese – it’s the hot weather…)

Scoop Neck T Shirt £30 Neon Marl

This is a great T shirt to have in your summer capsule wardrobe – works on the beach and the school run.

Rainbow T Shirt

Sequin Tote £65

Sequins in a rainbow print? It must be Christmas.  This handy tote is big enough to carry your phone, wallet, keys, make up and sunnies but small enough to use in the evening too.

Sequin tote


Urbanista Earphones £19.99

The more I listen to podcasts the more buying earphones moves up my to do list. These are the top of my earphone list.


Rainbow Coin Purse Keyring £10 Millie Pink

Millie Pink is perfect destination for summer accessories and this coin purse would be super useful to put your spare euros in on an ice cream run!

Key purse

Rainbow Polarised Sunglasses £30 TLM Edit

You can instantly add colour to your outfit with these transparent framed sunglasses. With polarised lenses, there is no squinting in the sun either.

Rainbow Sunglasses

Bright Sunglass Chain £22

If you are active and constantly on the run, prevent your sunnies going awol with this colourful sunglass chain. Wear on your head or around your neck.

Sunglass chain


Beaded Hoops £20

Want a little bit of colour but still understood. These beaded hoops are pretty. Hoops are THE style this summer, so grab some now.

Rainbow Hoops

Rainbow Silicon Laces £12

Update your trainers and replace the laces with these colourful silicon laces.  No bulky laces and no tying to do either. Fab for a busy mum on the run or a child who is mastering their laces.

Rainbow Laces

Colourful Gold Studs £32

Not into statement or chandelier earrings but still want something fun for your summer holiday? These small studs are perfect to keep in day and night June – September!

Rainbow Studs

Kurt Geiger Envelope Clutch £89

Add some glamour to your look with this rainbow clutch.


Water Resistant Transparent Watch £24

We all need a summer watch and this transparent watch with a striped face will go with everything.

Rainbow watch



Espadrilles £52 Office

If you like funky feet, these will do nicely.

Rainbow Espadrilles

Let’s hope this weather continues and we will be wearing rainbows all summer! xx

Big Fashion

Keith Scarrott Footwear : From Espadrilles to Heels

I love discovering a new brand and was delighted to discover Keith Scarrott by stylist Kate Evans.  Establish in 1975, Keith Scarrott is a stand alone shop in Cheltenham, specialising in handmade womens shoes and boots. They also know the power of being online and have a clear and easy to navigate website, that displays their beautiful footwear.

Keith Scarrott

I can vouch that the shoes are well made and comfortable, so all you need to do is choose which ones you like (and use LONDONMUMMY for free shipping)

We always need a pair of shoes, don’t we! These white Edera espadrilles served me superbly in Portugal.


Here are my top picks for summer…

Belice : Pewter £99.95

The Belice pump has been expertly crafted for maximum comfort and style. The elasticated leather upper hugs the foots, whilst the flexible flat sole ensures all day wearability. Belice’s colour pop metallic toe caps and heel panels in colourways including blue, pink and camel add interest and fun.

Why not carry them in your handbag and swap your heels for them after  long day!




Crisanti : Multi £119

Featuring an eclectic mix of eastern-inspired pattern and texture, Crisanto’s appeal is its exotic charm. Slip-on in style, with flattering lines around the foot, the Crisanto mule is easy to wear, comfortable and stylish.

They would look tres chic on the cobbled streets of the Mediterranean.


Ornella : Blue £139

A modern twist on classic loafer styling which is VERY 2018, Ornella’s luxe metallic finish and decorative multi-colour jewel detail will add a splash of fun and colour to your Spring/Summer wardrobe.

Supple leather lining, hand-finished edges and a flat sole ensure maximum comfort, Ornella will work with white jeans or a long floaty skirt.



Narciso : Fushcia £79.95

The bright vivid metallic fuchsia makes these espadrilles one of my top picks for the summer. I love the extra layer of base to give you a bit more height too.


Edera : Black £79

I love a rockstud on either my shoes or handbag and these soft black leather espadrilles would look fantastic with a pair of black skinnies.


Danza : Blue £179

Not only are the shape of these peep toe heels gorgeous, the slightly wider heel is practical so you don’t sink into the grass but smarter than wedges. Perfect for a smart event this summer.



Iris : Tan £89.95

Every wardrobe needs a pair of tan wedges. I have a pair similar to these and have worn them year in year out as they go with everything!





Fiora : Taupe £179

These kitten heel slingbacks are very elegant and the glitter down the side makes them unusual.


I hope this has given you some good ideas – it sure has inspired me. Keith Scarrott is a one stop shop for beautifully designed shoes that are slightly different to the high street but will last a lot longer.

I haven’t had an occasion to wear my new silver Discoteca yet, but someone has taken a shine to them!


Don’t forget to use LONDONMUMMY for free shipping xx