Fashionation

During the Covid-19 pandemic, we saw the need for fashion products that bring imagination to life. We wanted to develop a brand to call our own that speaks to our vision of adding fun, fantasy and adventure to children’s everyday lives.
Our teams worked tirelessly through lockdown and the brain child of CEO Saul Weiner was born as ‘Fashionation’.

The concept is simple! To develop high quality, on-trend nursery, home and apparel products for the fashion forward mother and child.

Our first Fashionation nursery products were delivered in February 2021, with fashion accessories for boys and girls launching in August. It’s been an amazing journey since then with beautiful products being added for winter and summer 2025.

Look out for the Squiggle brand in stores…