As a team, we have loved watching the recent evolution of children’s design. The market for sleek and beautiful kids’ clothing, toys and furniture has broadened drastically in the last year! One woman who has arguably spearheaded this movement is MINI X STYLE founder Emily Wassall. Leading up to the birth of her first daughter two years ago, Emily noticed a need for more sophisticated childrenswear. So, drawing on her background in fashion, art and business, Emily took matters into her own hands and built a brand of whimsical goodies for all the little ones in our lives. We invite you to take a tour of Emily’s swoon-worthy Silver Lake home—and to soak up some of her valuable perspective along the way!
Photography by Monica Wang
Tell us about MINI X. What was the inspiration behind the brand, and how did you make it a reality?
I come from a fashion background, as an art director for Net-a-Porter in London and then for my own creative agency, EW Studios in Los Angeles.
When I was pregnant with Aura, I searched for baby clothing online but couldn’t find a store I really loved. Creatively, I was also coming to a point where I felt like everything in the adult fashion world had been done before. Meanwhile, there was this explosion of activity happening in kidswear that felt new and different. People were starting to play with the notion of what ‘mini’ fashion could be, moving toward an aesthetic that is more like adult fashion but has a playful twist. I wanted to build on that vision with MINI X by creating a kids’ style destination that offered the same level of design, curation and creativity found at my favorite grown-up stores.