The promising new brand in London? It’s Oyu Moyu, Launched by Mongolian designer Oyuna Tserendorj and her three year old son, it brings colourful knits to the market as well as a fresh and playful product approach, around storytelling. 

Presented for the first time Playtime Paris last January,  Oyu Moyu met a great success with buyers, customers and press alike.

The new Fall winter collection, designed for 0-8 year olds, uses premium, natural yarns and textiles. The collection focuses on knitted sweaters and dresses, but also offers a range of trousers, accessories, socks, baby pieces, all featuring the same loving attention to detail. All garments are produced in Mongolia, India and China.

The Oyu Moyu collections are inspired by the made up stories of the designer and her four year old son Elias. These stories involve Oyu (a plucky little nomadic girl) and her best friend Moyu (a mischievous goat). For example, the Colour Blue story sees the duo exploring all the colours in the world; the Shape story sees them having fun with shapes both cut-out and to be found in real life.

Every piece arrives with an accompanying illustrated story from the world of Oyu and can be wrapped in an enticing treasure chest for storing the many stories we hope to inspire in the minds of children and adults alike. This is not about reproducing adult fashion in children’s sizes but helping children enjoy their childhood, engaging with the playful designs in a way that they can truly relate to, all that while wrapped up warm in the super soft cashmere, cotton and cashmere-silk fabrics.

Current stockists include Kids 21, Little Hanbury, Apsley House. The Fall/Winter 14-15 collection will be available to buy early autumn, both online at and at select stockists internationally.

The new images were shot by Simon Clark, a well-regarded fashion and youth lifestyle photographer who was so enchanted by the Oyu Moyu project he offered to do a childrenswear shoot for the first time. Shot on and around Primrose Hill in North London, with Oyuna’s four year old son Elias spending a fun afternoon adventuring around with his friend Bronte.