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About Us

Hello and welcome to Little Midnight!

Named after my little pud, Otto Midnight and inspired by the time this working mama usually gets into bed after a day of deadlines, ready for a night of feeds…

I always assumed I’d have a girl (I’m one of five) but out popped Otto and it’s been really hard to find clothes for him. Not everyone wants to dress their boy baby in dinosaurs and tractors!

Much like so many mums, I’m super busy and don’t have time to continually ‘pop’ into shops or trawl the internet for baby clothes. And when I do shop online, most brands separate their clothes into genders, which means it takes even longer to check the girls’ section, which is often where I find much nicer stuff.

My career has always been in styling. I studied fashion styling at university where I focused my projects on gender fluidity and have worked for both high street and luxury brands, so it felt natural to take the matter of dressing my child – and now yours too! – in cool unisex clothes no matter the season.

Ultimately, I wanted to create a space for all, and I hope you love my curated collection of gender-neutral clothes for the little guys and gals in your life as much as I do. 

I have some really exciting plans for the brand and i hope you'll stick around to see them!!

Ok, it's very close to midnight now, so over and out. 

Yasmin x 


This is me - introduction to Yasmin & Otto the creators of Little Midnight Store - Unisex baby clothing, gifts and accessories