Monthly Parenting Magazine

InstaMama: Charlotte Kewley

Sam Jackson For Nights By Wilder

Charlotte Kewley aka @thelittlestylist on working in kids fashion

1.How did you get into kids styling and what do you love about your job?

I was a womenswear stylist and fashion editor previously. I worked on magazines, with brands and celebrities. But I put my back out whilst styling a photoshoot when I was 5 months pregnant with my first child (there’s a lot of lifting and physical work involved in being a stylist – all those bags and suitcases we lug around!) and realised I couldn’t shoot for a while so I landed a role working on the shopping pages of a parenting magazine. It introduced me to the world of baby & kidswear and I fell in love. After having my own children, it became even more of an obsession so I decided to focus purely on the kids’ side. I launched my blog and Instagram in Jan 2018 as I wanted a digital platform from which to be able to share all of my baby & kidswear finds. I’d love to think it’s a bit of a modern resource for parents – making shopping for little ones, and dressing them beautifully, easier. I love working on it and tend to at any chance I get. I have so many plans to grow it this year, I’d just love a few more hours in the day so I can see them all through!

2. How instrumental is Instagram to your blog?

Hugely instrumental. I (aim to) update it daily and it’s the main driver of traffic to the blog itself. I’m always time-short because I also style shoots and contribute to magazines and have my children so if I don’t have time to do a full blog post I can pop up an insta one from my phone. It also means I can share new brands and bargains as soon as I find them and connect with brands and an audience worldwide.

3. What are the downsides of the platform as you see them?

It’s definitely not the place to hang out if you’re feeling low or insecure. It’s so easy to compare yourself and your life to the glossy insta filtered images of others. It can also be a time-waster. I sometimes have to stop myself scrolling. Also, all the algorithm stuff! I just don’t understand it or do it right at all. I’m such a bad instagrammer! And I find doing stories really terrifying. I’m trying to improve but I’m scared of being annoying!

4. What’s been your most popular blog post?

I just had to look this up. A pic of both my kids in their favourite Nights by Wilder star (Christmas) pyjamas! Hilariously my third most popular post ever is of a Little People, Big Dreams Vivienne Westwood book that I wasn’t even going to post (I stick to purely baby & kids’ fashion as a rule) but I had nothing else so put it up… none of the little still life flatlays I love and spend ages fussing over! Maybe I should actually take note of this.

5. Do you like to follow similar accounts or different ones or a mixture – which are your top accounts to follow?

A mixture. I do have a personal account which is more of a portfolio of my work as a stylist and I follow all of my friends or personal fashion favourites/accounts I love on that. On @thelittlestylist I do tend to follow more similar accounts or those with a baby or kidswear focus. Plus some lovely influencer types I’ve met through the squares.

Some of my favourites would be…

For just overall coolness: @pandorasykes, @ellestrauss, @lovelyfrancesca and @cissywears. I love @apolinakids. And does anyone not love or want to be @courtneyadamo and @vanessabreuer?! I do also find @susiejverrill hilarious and am slightly obsessed with the volume of amazing toys owned by @chloeuberkid!

Web Paula Siqueira Photography