The middle daughter is a directional girlswear brand launching for Autumn/Winter 2019, founded by the creative force behind no added sugar.

Launching at Playtime Paris 26-28th January

Our Story

Arriving in kids fashion-land in 1991 after ten years of creating some of London’s most decadent parties, under the mantle of Pushca, Ric & Deborah then spent the next two decades building the no added sugar brand.

Saying goodbye to the brand in 2018 presented a fortuitous opportunity to reflect and consider what the next adventure should be. Taking the metaphoric clean sheet of paper they have devised a new story - that story is The Middle Daughter.

The Middle Daughter is exclusively a girls wear brand for ages 4 -14. The concept is to combine a minimal aesthetic with stand-out pieces at a more compelling price point, thus allowing greater accessibility to the fashion savvy customer.

The distinctive handwriting of the former brand will be evident yet imbued with this 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!