10 things we love in the Jojo Maman Bebe sale
There is a particular kind of panic that sets in roughly a few weeks before a family holiday, when you realise the swimsuit your daughter wore last August has mysteriously vanished, the sun hat has gone the way of all small hats, and nobody owns a single thing in the next size up. If you are doing your last-minute summer holiday clothes shopping this week, the JoJo Maman Bébé sale has arrived at a rather convenient moment.
What we love about this particular brand, and what keeps us coming back to it season after season, is its commitment to timeless style and silhouettes rather than anything fast-fashion or fleeting. A sailor collar, a Peter Pan neckline, a fisherman's jacket in classic navy: these are pieces designed to outlast a single summer, and frankly, to outlast a single child. They are the sort of clothes that get folded away in a memory box rather than a bin bag, destined to become hand-me-downs for a younger sibling, a cousin, or a friend's baby a few years down the line. As we said in our round-up of timeless wardrobe staples, investing in pieces with proper longevity, both in fabric and in design, tends to pay off in the long run.
With that in mind, here is our edit of the ten pieces from the current sale we think are worth your money, split between what you need for the suitcase now and what is quietly worth stockpiling for the colder months ahead.
Blue Sparkle Smocked Sleeveless Nautical Dress — now £15–£18 (was £30–£36)
A proper coastal classic. The blue pinstripe base, smocked anchor embroidery and crisp white Peter Pan collar give it a vintage seaside charm that will not date, while the lightweight seersucker fabric keeps little ones cool on long lunches and longer car journeys. The bow at the back is a sweet finishing touch, and the matching knickers included for younger sizes mean one less thing to pack.
Fuchsia Pink Floral Unicorn Wavy Stripe Swimsuit — now £8–£9 (was £17–£19)
At under ten pounds, this is the sort of sale find you buy twice over, since pool-side swimsuits have a habit of disappearing or becoming faded by August. The frilled sleeves and criss-cross back straps add a little flourish without sacrificing practicality, and the generous sizing to fit nappies makes it sensible for younger holidaymakers too.
Natural Frill Shoulder Embroidered Romper - now £12–£13 was £25–£26 (Above)
For babies rather than toddlers, this one is a quiet favourite. The natural seersucker stripe and delicate floral embroidery feel elegant rather than overdone, and the popper legs mean it earns its keep on changing mats from the airport to the apartment.
Navy Stripe Sun Protection Swim Hat — now £4–£5 (was £14–£16)
UPF 50+ and a longer back flap to protect little necks make this one of the more sensible buys in the whole sale, never mind the price. We would file it under non-negotiable rather than optional.
Blue Rounded Sunglasses — now £5 (was £12.50)
UV400 protection in a smart blue and white checkerboard frame. At this price, picking up a spare pair for the inevitable loss somewhere between the villa and the beach feels like the prudent choice.
For the Wardrobe: Pieces Worth Keeping
This is where the sale earns its place beyond the holiday suitcase. These are the pieces we would happily pass down.
Blue Fishermans Jacket — now £23–£24 (was £39.50–£41.50)
A genuine wardrobe staple and one of JoJo's best-loved designs for good reason. Waterproof, breathable and finished with a navy gingham lining, this is the sort of coat that sees out a British fortnight away just as well as it sees out an entire autumn term. Buy it a size up and it will earn its place for years.
Navy Blue Sailor Romper — now £17–£18 (was £25–£26)
The sailor collar and anchor embroidery feel as suited to a christening as they do to a holiday lunch, which is precisely the point. Pieces like this transcend a single season and tend to be the ones still hanging in the wardrobe when a younger sibling comes along.
Sage Green Fruit & Floral Embroidered Sweatshirt — now £12–£14 (was £25–£28)
A gentle nod to the cooler months ahead. The soft sage jersey and broderie collar make it just as easy to wear with leggings on a chilly September morning as with shorts on a breezy evening abroad, and it is precisely the kind of versatile layer worth stocking up on while it is reduced.
Yellow Flopsy Embroidered Top, Short & Headband Set — now £17–£18 (was £34–£36)
The Beatrix Potter detailing gives this one proper staying power, the sort of set that looks just as charming in family photographs in ten years as it does today. A lovely one to fold away for a future spring rather than rushing to wear out this summer.
As ever with sales like this, our advice is to buy ahead rather than buying for the day: a size up on the jacket, a spare swim hat, a sweatshirt tucked away for autumn. It is the sort of shopping that saves you both money and a second trip to the shops come September.
Shop the full JoJo Maman Bébé sale at jojomamanbebe.co.uk.