Brand Focus: IScream by Harumika UK
Written by Rachel Fiona Gilchrist
Images by Danni Geddes
In September 2020 Mini Mode Global Kids Fashion Week announced a collaboration with Harumika
UK, the fashion design kit for kids, inviting models and designers to create some looks with the sets.
As a result, Harumika would be sending sets to sick and disadvantaged children in the UK through a
number of charities. Harumika UK is THE toy for young fashionista’s who can create their very own
line of bespoke couture designs without the need for any needles, thread, glue or scissors.
Regular Mini Mode designers Tara Hanif and Kate Hill quickly started producing some designs as
inspiration for all the young designers using some of their own fabrics with the Harumika dolls. To
add some more fun to the collaboration they invited everyone to vote on their favourite look for
them to turn into an exclusive mini run for Tara’s brand, IScream London. As the voting closed there
was a clear Custom Couture winner; a beautiful two piece with a full- length denim skirt and navy
velvet off the shoulder top. A great new, young fresh take on a princess style.
Tara then set to work recreating the design in life size and announced that Rachel Fiona Gilchrist,
Dixie’s UK Ambassador, would be modelling the first piece off the mini run. On Christmas eve the
finished piece was placed under the Christmas Tree for a special Christmas Day unboxing by Rachel.
The first preview of the life size design appeared on Instagram in January and showed a stunning two
piece design in an image by Scott Walker.
The essence if IScream designs is that you wear the clothing, not let the clothing wear you and have
FUN. This new fresh couture piece is for a confident princess who is never intimidated by what she
is wearing or her surroundings.
Given the lockdown restrictions in the UK Rachel shot this editorial for IScream through a virtual
shoot with Dani Geddes in the woods around Rachel’s home.
Rachel said ‘I was very honoured that Tara chose me for her beautiful creation. I loved working with
her at Mini Mode last year and we had a great connection. Her IScream brand is so creative and fun
and I love that she is now creating a 16 plus collection. I absolutely love these pieces. Not only is it
great for a formal occasion but I would wear the top with jeans for a smart casual look as well. It has
also been so lovely to be part of this initiative with Mini Mode and Harumika to give the toys to
those who may not otherwise have had them.’
A limited number of the Iscream Harumika couture pieces are available at The Dress Shop London
@iscreamldn @thedressshoplondon
