Step into a world of little wonders, where every outfit inspires imagination. At Play Pretend by Emi, our clothing is made for play, comfort, and the magic of everyday adventures.

The idea for Play Pretend by Emi began when I became a first-time girl mum. Like so many parents, I found myself always searching for outfits that were not only beautiful, but also comfortable, practical, and full of charm. I wanted pieces that my little one could wear to celebrate life’s milestones but also play, explore, and create memories in every day.

What started as a dream to dress my daughter in outfits that felt special has grown into a boutique brand that I now get to share with other families. Each piece in our collection is thoughtfully chosen to capture the magic of childhood — sweet, whimsical, and made to be cherished long after the moment has passed.

Because at the heart of Play Pretend by Emi is one simple belief: childhood should feel magical, and what they wear should celebrate that. ✨