How Pepa London worked with Historic Royal Palaces on a landmark childrenswear collection

Born out of a series of conversations at Walpole events, this month saw the launch of Pepa London for Historic Royal Palaces – a childrenswear collection inspired by royalty and born out of shared brand values. Here, we speak with Lee Brazill, Managing Director of Pepa London, and Jenny Smyth, Licensing Manager of Historic Royal Palaces, to learn more about how the collaboration came about...

Walpole: How did this project come about, Lee?

Lee Brazill: This project has been a surprisingly long time in the making, but I felt that doing it justice over hitting a deadline was important. At Pepa London, we do not enter collaborations lightly – this marks only the third in the brand’s history. We approached this partnership with a deep sense of respect, knowing that Historic Royal Palaces is world class and truly exemplary in its work. Our initial connection came through the Walpole network, where Jenny and I immediately found common ground. From there, private tours of Kensington Palace, Hampton Court Palace and the Royal Ceremonial Dress Collection confirmed what I already felt; this was a once in a lifetime opportunity to create something pioneering, distinctive and deeply meaningful for the brand.

Why did you want to work with Pepa London on this project, Jenny?

Jenny Smyth: Historic Royal Palaces is an independent charity that loves and looks after six of the most iconic palaces in the world, raising our own funds to preserve these spaces and share their stories. In licensing we look for partners who share our brand values and work with them to showcase our collections; a valued contribution from the sales of these items goes back into the conservation of the historic spaces we care for. We approached Walpole as many of their brand partners share the same values as Historic Royal Palaces, and on liaising with Lee at Pepa London, we felt the brand would complement our growing portfolio and bring our palaces, collections and stories to new audiences.

Pepa London is the perfect brand fit – celebrating tradition, heritage, luxury and style. Childrenswear was an area we hadn’t yet ventured into, in terms of product development under license. This project enabled us to look at items from our collections in a new way, and we were intrigued to see what could be done to bring these pieces to life for children to wear and enjoy today.

What has been the most rewarding aspect of the project?

Brazill: I find this quite a difficult question to answer, because so many aspects of this collaboration have been rewarding in different ways. From a business perspective, it has been incredibly satisfying to express our brand values through a lens that truly understands who we are and what we stand for. As a relatively young brand (founded in 2013), it can sometimes be challenging to communicate our deep respect and admiration for heritage. This collaboration has brought clarity, meaning and thoughtful reflection; helping to cement what Pepa London represents and why we do what we do.

It goes without saying that every single person at Pepa London has played a part in reaching this incredible milestone and bringing this collaboration to life. It has united our small but remarkable team in ways we never imagined, pushing boundaries and achieving things we once thought out of reach. To see us deliver this project with such passion and pride is truly rewarding. I could not be prouder!

Smyth: The Pepa London team were keen to explore our collections first hand, visiting our archives, speaking to our curators and utilising the palaces to tell the story behind the pieces that would inspire the range. This is key to us as we want the ranges developed under license to be authentic and showcase the 1000 years’ worth of history we can offer. It’s very rewarding for myself and our curators to see our partners take inspiration from behind-the-scenes access to the palaces and our collections; it’s an impressive experience and one we hope enables those partners to create thoughtful designs that truly celebrate heritage. Lee should be proud of his team as they have showcased the palaces and our collections perfectly.

What was a challenge you came across during the project and how did the other person/brand help you solve it?

Brazill: I truly believe that the best things often emerge from challenging circumstances. If something comes too easily, it likely means we are not pushing ourselves toward excellence. I have enormous respect for Historic Royal Palaces and their unwavering dedication to preserving brand identity and communication integrity. They have been involved at every touchpoint, helping shape this collaboration into the best version of itself; from product development and the campaign shoot at Hampton Court Palace to the launch and communications strategy.

Equally, I believe Pepa London has challenged them to think in new ways. We were the first brand to showcase a collaborative collection with a dedicated space inside Kensington Palace. To mark the moment, we hosted an intimate afternoon tea at The Orangery, followed by private tours of the palace. And, after many thoughtful discussions, we found creative solutions to feature Cheddar the Corgi in our campaign imagery. His presence brought a sense of warmth and storytelling to the photographs, beautifully echoing the royal childhoods of Princesses Elizabeth and Margaret, and how clothing helped shape those memories.

Smyth: Working with Pepa London and developing a childrenswear range gave us reason to explore and showcase items in our collections which we hadn’t yet used for product development, including two dresses worn by Princess Elizabeth and Princess Margaret as children, and a gorgeous pink silk coat worn by Princess Elizabeth as a baby. Obviously, these items needed to be referenced sensitively, and their provenance regaled in a respectful way. Working with our Collections Curator, Matthew Storey, enabled us to do this, and his insights were recorded in a video for Pepa London to use across their marketing materials. 

What do you think are your brands’ shared values?

Brazill: Throughout the journey of bringing this collaboration to life, it has been both inspiring and enriching to discover how two seemingly different brands can be so deeply aligned at their core. This project offered a moment of reflection; a chance to strip everything back and focus on what truly matters, and in doing so, our shared values became clearer and clearer.

Both Pepa London and Historic Royal Palaces are rooted in a deep respect for heritage. We are united in our commitment to preserving tradition, honouring the past, and creating something meaningful and lasting. We share a belief in craftsmanship, storytelling and the importance of building pieces and memories that will stand the test of time, not just for today, but for generations to come. It is this foundation that has made the partnership feel so natural, genuine and purposeful.

Smyth: Authentic storytelling is key for us and our cause. We wanted to work with brands that appreciate luxury, quality, craftsmanship and tradition, something we could see was obvious from Pepa London’s current ranges and the fact they were a Walpole member. The collection of garments the Pepa London team have produced and all the marketing materials created to support those, showcase how working with a partner who appreciates the same values and establishing those from the beginning of the relationship, is key to a purposeful collaboration.

What is a key piece of advice you’d give to other brands looking to collaborate on a project together in the future?

Brazill: For me, too many brands embark on collaborations too easily. They are often treated as PR vehicles to capture new audiences, but that approach can feel short-lived and disposable. At Pepa London, we represent the very best in traditional British childrenswear, and we design every product with timelessness in mind. We have built the brand around the idea of legacy; creating pieces that endure. That is why every decision we make, including partnerships, must reflect this belief. We are a business grounded in quality over quantity. My advice to others would be to prioritise thoughtfulness, and to pursue collaborations that feel both groundbreaking and enduring. I truly hope this marks the beginning of a long-lasting relationship with Historic Royal Palaces.

Smyth: For us at Historic Royal Palaces, selectively partnering with brands is about showcasing our palaces, collections and stories and using these to create and promote modern day heirlooms that will be treasured by future generations. Pepa London has done a fabulous job of this, and we look forward to working with the team in the future. 

> See more photos from the collection campaign below in our gallery