Mini me: At My London Girl, children can get designer outfits for themselves and their dolls
Dressing up: The doll's boutique is aimed at three to 12-year-olds who can style a toy so that it looks just like them, even down to its hair and eye colour
Fun fashion: The stores owners say it's about keeping girls interested in dolls for longer, not about trying to make them dress like adults
A fashion boutique is opening in London where young girls can turn themselves into living dolls by dressing exactly the same way as their toys.
My London Girl is Britain's first 'doll boutique' where children can choose a designer outfit and accessories for themselves and then buy a doll to match.
The store, which opens in London's Westfield shopping centre this month, will sell designer clothes for girls aged three to 12-years-old. The same clothing range will also be available to buy in doll-size, with the 19in dolls on sale for £79.
To make the dolls even more personal to the owner, they come with different eye colours and skin tones. The hair can also be as closely matched as possible with different shades from blonde to black available which can be curly or straight.
The current clothing range of the shop is created by David Charles, who usually sells his designer childrenswear at department stores like Harrods and Selfridges.
My London Girl's owners, Paul Neagle and his wife Kathryn Fleetwood-Neagle, plan to sell the work of more British designers in the future as well as emulating the fashion world by launching seasonal autumn/winter and spring/summer collections.
However, the husband and wife team, who have two teenage daughters, say they are not encouraging girls to grow up too fast.
'It will be nice, fun, child fashion,' Mr Neagle told today's Evening Standard. 'We will not be selling make-up or anything like that. We are not trying to turn little girls into adults.'
Instead, Mr Neagle told the newspaper they hope the doll's boutique will extend girls' childhoods by keeping them interested in dolls for longer.
'My wife’s background is in education, so she knows what little girls like and what’s good for their development in terms of role play,' Mr Neagle said.
He added that the outfits on sale will be suitable for girls to wear on special occasions like birthday parties and weddings, with the ability to dress a doll the same way adding to the fun.
The couple, who live in London, said they hit on the idea for opening a doll's boutique after being inspired by a similar venture while on holiday in the U.S.
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