Interview with head designer of Ouch, Donna Schneider

What’s the story behind Ouch (ie history)?
Ouch is my childrenswear label that launched in 2003. I have worked in the ragtrade since leaving school at 16 and started working in childrens wear 14 years ago.

Complete this sentence:
An Ouch kid is... adventurous, fun loving & a little bit quirky.

What inspires your designs?
Ouch was inspired by my travels, fashion background, art, everyday sights and most importantly children.

What can we expect in store for summer?
For boys its surf , cars, music and sport inspired tees, boardies, cargos & much more. The girls are pretty in prints, jumpsuits, beachy towelling, wrap dresses, funky cargos and a little bit of bling. Our pjs are back in gorgeous new designs and this Summer is our first release of swimwear……….very exciting.

Do you have an all time favourite product or collection (past or present or future seasons)?
Most always it is the current season! It is always exciting to see the first samples arrive, the designs instore and especially the children wearing them.

Describe your own personal style?
Quirky Classic with a penchant for shoes!!!!!!!

Why should every kid own at least one piece of Ouch?
Because it is timeless, durable, stylish and will remain a favorite in the wardrobe.

What sets Ouch apart from other kids clothing brands?
We cater for that gap in the market for affordable, fashion forward styles that is durable and comfy to wear.

Our competition to star in our next advertising campaign was very well received and once we had sorted through all the entries and gotten through the difficult task of actually casting for the shoot- we then had to do it! Easier said than done when you’re planning a day’s shooting with six kids under the age of 4! We were expecting a madhouse but what we got was a fantastic bunch of bright young stars who were all absolute gems to work with! There were a couple of moments throughout the day when it all could have easily gone pear shaped, but enlisting the skills of talented kids photographer Sheena Cooke held us in good stead. And stickers as bribery - lots of stickers!

The following fabulous kids are the stars of our Spring/Summer advertising campaign. You’ll be seeing their gorgeous faces in the pages of the latest issue of Shop 4 Kids (out early August) as well as on our home page over the summer season.

Introducing… drum roll please!

Xavier, 3yrs

Ella, 3yrs

Felix, 2yrs

Chloe, 2yrs

Isabella, 7 months

James, 10 months

We couldn’t let the day go by without taking some candid snaps of what it was like behind the scenes, we hope you enjoy checking them out. The results of the day we hope will speak for themselves and as for these little ones, well all we can say is watch these gorgeous faces.

Thank you SO SO much to all the fabulous mums (and dad!) who traipsed from all over the place to be involved. And who entertained and kept their little ones smiling for the camera long after they had gotten over the dazzle of the lights and novelty of the studio set up and our array of toys to keep their focus.


Chloe absolutely delights in the bubbles mum Belinda is blowing to keep
her amused between takes!




Daniela gets little Isabella's (in foreground with mum Floriana) next
outfit ready while Sheena gets ready to snap away


Too cute! We all want to cuddle up to gorgeous little Isabella (with mum
and Sheena)


Sheena tries to convince Chloe to leave the headband on...


Daniela has a silly moment with a tutu... it's been a long day!


And then styling Ella in the tutu - doesn't she look a treat?


Chloe makes friends with a monkey... can I take him home please?


Daniela searching madly for the perfect hairclip!


Ella strikes a pose...


While mum Natalie and brother James look on


James is on the move! Mum Natalie does her best to help Sheena get a
shot in the split second he will stay put before making a dash for it!

Don't miss Baby's Got Style with features throughout the whole magazine.

We were very chuffed to be asked by the producers of the Mornings with Kerry-Anne show (Nine network) to organize a Kid’s fashion parade for them! It aired LIVE at 9.30am on Tuesday the 8th of July. Justine Cullen (editor of Shop Til’You Drop) spoke to Kerry-Anne about the fashions we selected to show and 6 gorgeous kids (thank you Harmony, Edward, Lauren, Annabelle, Andreas and Molly!) modeled the looks- all from Baby’s Got Style. Kerry-Anne also took some of our fashions onto the TODAY show to show Karl and Lisa (the Big by Fiona Scanlan tutu was very well received!).

If you missed it, you can watch it here:



And you can check out our behind the scenes shots here!














Andreas gets the finishing touches from Daniela




A bit of lip gloss from the Channel nine makeup department for the girls!


Ready!


Meeting Kerry-Anne

They say never to work with animals or children but we had so much fun- and considering it was live to air…just think of the possible disasters we could have had with 6 kids age 4-5 on live TV!

Check out Baby’s Got Style through this issue all about online shopping...