Bread & Jam dresses

Following the furore over Primark's sale of padded bikinis for seven-year-olds, we're pleased to hear about this fashion label that takes kids clothing back to a more innocent era. Bread & Jam make dresses for little girls that are the opposite of the mini-me clothes currently flooding the high street.

These simple, vintage-style pinafores are pretty without being too girly, and are practical enough for running around and playing in. They're all limited edition (only a small number are made in each fabric) and they're all machine washable.

They were created by two mums Lisa Swerling and Sofia Dyson who were struggling to find clothes for their girls that didn't look like outfits more suited to teenagers or young women. They created the first designs and knew they were on to a winner when other mums stopped them in the supermarket to ask where the dresses came from.

Nowadays Bread & Jam dresses are available in two different styles and many different prints and patterns. They are sold in ages 2-8 years and cost £25-£29.

You can buy Bread & Jam dresses from www.ilovebreadandjam.com – and if you enter the promotional code KIDS at the checkout, you'll get £5 off when you buy two dresses. This offer runs until the end of June.