As a parent, it can be very easy to feel that as our world moves on, the way we consume for our kids remains mired in the past.


From highly-gendered toy aisles to kids clothing options – pretty in pink for the girls, rough and tumble-friendly superhero tees for the boys – many parents find themselves struggling to fight back against stereotype from day one.


It’s a dilemma that felt even more acute for Yuki Oshima, a London-based, Japanese designer whose pre-motherhood career had taken her from the pages of Harper’s Bazaar to the studios of some of Europe’s biggest brands.


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