Morning Marvels: The Sensory-Friendly Brand changing childrenswear

When Anaïs Lombard became a mother, she quickly realised that something as ordinary as getting dressed could feel like a daily battle. Her children’s mornings were often punctuated by tears, wriggling and frustration — itchy labels, scratchy seams and fiddly buttons turning a simple routine into a stress test. For many parents, this is a private struggle, but for Anaïs, it became impossible to ignore.

A beauty-industry veteran and co-founder of the microbiome skincare brand Gallinée, Anaïs had spent years shaping products that made people feel confident and cared for.

“In beauty, it’s never just lipstick, it’s identity, confidence, how you feel in your own skin,” she says. “With children’s fashion, it’s the same principle. It’s never just a pyjama or a vest, it’s comfort, autonomy, and the ability to navigate the world without constant irritation.”

From this realisation, Morning Marvels was born — a London-based childrenswear brand creating sensory-friendly, comfort-first clothing for ages three to twelve. Its mission is simple but radical: to make mornings calmer, clothes kinder, and children’s comfort non-negotiable.

“I’d never seen sensory-friendly clothing treated as essential,” Anaïs explains. “It was always an afterthought or a niche solution. Our goal was to make it mainstream, something parents can rely on and kids actually want to wear.”

The Lightbulb Moment

The idea crystallised during a spring clean. Anaïs noticed that the softest, most loved pieces in her children’s wardrobes were all made from modal — a plant-based fabric that is exceptionally soft, breathable and kind to sensitive skin. “It was one of those cinematic moments,” she laughs. “Suddenly everything clicked. If we could make an entire collection in this fabric, we could solve the discomfort problem and do it sustainably.”

From there, she set out to rethink every detail that might trip up a child. Flat seams, tag-free labels and no buttons or zips became standard. Every stitch, every fabric choice was tested through the lens of a child’s experience. “Comfort isn’t a luxury, it’s essential,” Anaïs says. “If a child spends all day adjusting their clothes, that’s time, focus and joy lost. We wanted to reclaim that.”

Turning Frustration into Innovation

Building a brand for children with sensory sensitivities wasn’t straightforward. Anaïs recounts supplier meetings where her insistence on tag-free seams and stretch fabrics was met with incredulity. “One supplier told me seams cracking under gentle pull were ‘normal.’ I had to push back because comfort isn’t optional. Parents don’t have time for excuses.”

The journey required patience, collaboration and countless prototypes. Small-batch European production was expensive, but Anaïs refused to compromise on quality. “Every detail matters. Parents might not see the effort behind the seams, but their children feel it. And that’s what counts.”

Motherhood as a Compass

Anaïs’ own parenting shaped every decision. “Being a mother gives you a constant reality check. It’s emotionally immersive. Every product is filtered through my children’s experience. That keeps the brand honest.”

Juggling Morning Marvels with family life isn’t seamless, but Anaïs has found her rhythm in the chaos. “Some days, I’m a perfectly oiled machine; other days, I can’t finish one email. But building a business on my own terms means I can still be there for the small moments — the school play, the impromptu park trip. That balance is everything.”

Changing the Conversation Around Sensory Needs

Morning Marvels also seeks to normalise sensory sensitivities. Anaïs is adamant: children aren’t “too fussy” — the clothing is simply ill-suited to their needs. “Our mission is to remove the barrier of uncomfortable clothes so children can focus on being themselves. Sensory differences aren’t a flaw, and our clothes shouldn’t be either.”

The debut collection includes reversible dresses, soft pyjamas and unisex vests, all designed with careful attention to detail, playful design and ethical fabrics. Families have already found inventive uses for the pieces: long-sleeve pyjamas doubling as ski base layers, dresses transformed into nightgowns, and children sending drawings for future designs. “It’s moving to see how children claim the brand as their own,” Anaïs says.

ADHD, Hyperfocus, and Finding Her Own Path

Anaïs credits her ADHD as both a challenge and creative engine. “Hyperfocus meant I could map out the entire business in one night, but it also made me overthink every detail. Diagnosis gave me clarity — and permission to build this in my own way.”

She describes her ADHD as a kind of superpower when channelled into passion. “My brain is wired for curiosity and creativity, and that helps. I’ve learned to accept that not every day is productive, but that doesn’t make me any less capable. The key is designing systems that work for you.”

A Morning Made Marvelous

At its heart, Morning Marvels is about more than clothing. It’s about dignity, autonomy and joy — giving children the freedom to start their day without discomfort. “We want children to feel safe, seen and stylish,” Anaïs says. “If you can remove the daily struggle of getting dressed, the whole day opens up to possibility.”

It’s a brand born from real experience and a simple belief: that comfort shouldn’t be a privilege. As Anaïs puts it, “Morning Marvels began with frustration, but it became a mission to make dressing softer, simpler and kinder for every child.”

Morning Marvels is available exclusively online at www.morningmarvels.com. Follow @morning.marvels on Instagram and TikTok.