A First Look At AW26:
The JoJo Pieces Fashion Journalist and Mum Anne Lora Is Loving This Season

With years of experience covering fashion and shopping, I know what makes a piece stand out, from thoughtful design and quality details to the practical features that make a difference day to day. As a mum to a very opinionated three-year-old who now insists on choosing his own outfits, I bring both a fashion journalist’s eye and a parent’s perspective to the collections I discover.

My son’s wardrobe has always included JoJo. While I tend to rotate through plenty of brands, this is the one that always rises to the top. It gets children, how they move, how they play, how they dress. I’m not exaggerating when I say that at playdates and in playgrounds, I regularly spot children dressed in JoJo. It’s a testament to why it’s a brand parents choose for imaginative and unique designs that let children stay comfy, cheeky, and free to play. From a mum who knows, they survive muddy adventures, repeated washing and playground tumbles, while still looking good enough that I’d happily photograph my son wearing them.

I’ve been following the brand for some time now, and I’m not exaggerating when I say each seasonal collection manages to top the last. Having previewed AW26 ahead of launch, I’m calling it: this is the best yet. This collection feels like an exciting new chapter for JoJo Maman Bébé, bringing a contemporary aesthetic while staying true to the thoughtful design, quality and practicality that families have trusted for over 30 years.

I've picked out some of my favourite pieces from the collection, from elevated outerwear and clever rainwear to berry motifs, rich autumnal palettes, gingham and stripes. These are the standout buys that deserve a place in your child’s autumn wardrobe, designed with the unpredictable British weather in mind.

The knitwear that looks designer-level expensive

An autumn-winter wardrobe is never complete without premium knitwear, and JoJo’s new offering this season looks and feels three times more expensive than its price tag. The knitwear has been made with softer yarns, more fashion-forward silhouettes, and richer, bolder colours which, quite frankly, work perfectly for the gloomy weather ahead. A strong pop of colour makes getting dressed more fun. These are the jumpers that work just as well layered under coats for nursery drop-off as they do dressed up for family lunches.

The prettiest berry-print pieces on the market

Probably my favourite in the entire drop. If you’ve been keeping an eye on fashion this year, you’ll know berry motifs are everywhere, and JoJo has interpreted the trend beautifully for children, especially little girls. Spanning knitwear, dresses and separates, the sweet print taps into the wider fruit-print trend seen across fashion this season, part of a wave of nostalgic, dopamine-led dressing. It feels fresh without being just seasonal, making it an easy buy that will still feel relevant for years to come.

The wellies every child will love

JoJo’s waterproof Wellington boots are a bestseller in their own right. Lightweight, breathable and designed with easy pull-on tabs, they make rainy-day dressing simple, while the flexible, soft rubber construction keeps little feet comfortable throughout the day. For colder months, the fleece-lined styles add an extra layer of warmth, making them ideal for autumn adventures. Pair them with matching coats and waterproofs for a complete outdoor outfit, and they’re ready for everything from puddle jumping to woodland walks.

The best kidswear denim on the high street

My son has never been a fan of denim; it’s usually too stiff for a full day of play. But this updated range from JoJo solves that completely. As Hélène Challot, Buying & Design Director, says, “Our denim is back and better than ever, with every piece made for real life.” Soft enough for climbing, crawling and running, while being able to withstand endless washes, these are everyday jeans that finally get the balance right between comfort and practicality. It comes in dungarees, skirts and jeans with pretty details, and pairs well with striped long-sleeve tops and Peter Pan collar tops.

Seasonal autumn pieces to celebrate the new season

Autumn is my favourite season. There’s something about the richer colours, cosy layers and thoughtful details that make getting dressed feel special, and JoJo captures that feeling beautifully in this collection.

Known for their expertise in embroidery and appliqué, JoJo has elevated these techniques with intricate stitching, considered appliqué details and clever print combinations. The attention to detail is clear throughout, with designs fully lined for comfort inside and out, a perfect example of how JoJo combines traditional craftsmanship with practical pieces made for everyday life.