‘Olive Loves Alfie’ Teams Up With Cool Family Lifestyle Blog ‘Finlay Fox’ to Create New Fashion Range and Relaunch Website

Inspiring family lifestyle store Olive Loves Alfie (OLA) is revamping its website next month (February) with a new vision for 2017 – after joining forces with one of the UK’s foremost lifestyle blogs for parents.

Olive Loves Alfie has teamed up with equally inspirational kids’ fashion and lifestyle blog Finlay Fox for a rebrand that will be launched on Valentine’s Day with the campaign #whodoyoulove – before the two creative forces launch a new fashion range for children.

It’s the fruition of a friendship between OLA founder and single mum-of-one Ashlyn Gibson, formerly of seminal fashion label Red or Dead, and Finlay Fox creator and mum-of-two Emma Paton, former fashion buyer at Boden.

The pair have more than six decades experience in the fashion industry, as well as heaps of experience as mums, to produce a creative powerhouse for the revitalised brand aimed at cultured parents and their children.

Catering for fashion-savvy mini people and parents who love stylish interiors, Olive Loves Alfie was established in 2006 and now has two London branches as well as its online shop, stocking stylish hand-picked clothing, shoes, accessories, toys, houseware and decor for the discerning parent. The shop is consistently singled out worldwide as a tastemaker in parent and child clothing, lifestyle and interior choices.

Finlay Fox meanwhile sees Emma seek out the most original and exciting brands to champion, inspired by what the design world can offer parents and children.

The partnership is an organic extension of a series of sold-out social meet ups for mums that were curated by Ashlyn and Emma, and hosted at Olive Loves Alfie’s shop in London’s Stoke Newington. Called Mama Meets, the gatherings will be rebranded as OLA Mama later this year.

Ashlyn, 52, and Emma, 35, met first on Instagram, then in real life in May 2016, and came up with the idea for the gatherings of like-minded parents shortly afterwards – an idea that led to brainstorming ideas for the Olive Loves Alfie brand.

The next decade for Olive Loves Alfie looks set to be as exciting as the first. The women have plans for more events while they build their community of parents and develop their own label with a focus on British-made classics and Japanese-inspired design. Together they continue to seek out the most original and exciting brands to champion, inspired by what the design world can offer parents and children.


Ashlyn, mum to Olive, is an award-winning children’s retailer, stylist and internationally recognised author, who has a background in the fashion business that spans three decades. Former head of creative for iconic British label Red Or Dead Footwear, Ashlyn has an original and irreverent signature that shines through in both of her stores.

Emma Paton, mum to Finn (3) and Violet (11 months) had spent 13 years enjoying all of the experiences that come along with the life of a fashion buyer whilst she was working for British family based brand Boden. Emma launched her blog Finlay Fox as a platform to share her own journey into motherhood. Emma says: “Olive Loves Alfie is in my neighbourhood and even before I was a mum I was really inspired by the store. It was my go-to shop for new baby or children’s birthday presents. As soon as I met Ashlyn there was an unspoken connection. I instantly felt that together we had an incredible amount energy to drive great things”.

Ashlyn adds: “I knew that I wanted to join forces with a young and dynamic Hackney mum who was already in tune with my brand.  When I met Emma, Violet was in her arms –  something resonated with me – I loved her balance of down to earth honesty and her excitement and sparkle”.

Ashlyn lives in the Clapton Laundry, a rustic/industrial converted factory. Emma lives in a light filled Victorian house with glass windows that span two floors.

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