Yorkshire childrenswear label House of Juniors is the cool kidswear brand of choice for A-list parents P Diddy, Snoop Dogg, Chris Brown and Kylie Jenner

Instantly, the label gained thousands of followers for its own Instagram account, and the sales followed on. Suddenly, everyone wanted a piece of House of Juniors for their child.

Thrilled by their success and determined to continue thinking big, founders Natasha Formoy and Chantelle Etienne approached more famous Hollywood parents, including music icons Chris Brown and Snoop Dogg and entrepreneur Kimora Lee Simmons.

This turned out to be a canny move as they too obliged by posting photos and videos of their children wearing House of Juniors.

Kylie Jenner posted a picture showing a House of Juniors pink faux fur coat in the wardrobe of her daughter Stormi. It was all getting a bit crazy. “They love the fur coats and the style and the artwork,” said Natasha. “There is no one doing what we are doing. The furs are a big selling point and we also make them reversible.

“It all happened within three months of the collection going live. It was surreal to see the clothes designed by two mums from Yorkshire being worn by the children of Hollywood celebrities.”

Natasha, who lives in Dewsbury, and Chantelle, who lives in Bradford, launched House of Juniors with a 12-piece collection in 2018. Both 32, they met at Spen Valley High School in Liversedge.

“We were instant friends,” said Natasha. “We just loved each other straight away. We have always had the same interests, like shopping and fashion.”

Natasha studied business, accounts and marketing at college and worked at hotels run by her mother. She had her twin girls, Chanay and Chamya, now 15, when she was 17. She went back to study and began to open pop-up womenswear shops.

“I built a customer base around West Yorkshire, but I didn’t understand the e-commerce side at that time, so I educated myself around websites,” she said.

“The twins got to an age, about eight or nine, when I found it hard to buy them the cute Gap Clothing or Zara – age-appropriate clothing,” she added. “I felt there was a lot of mimicking of adult wear and I didn’t want to dress the twins like that. I wanted them to be comfortable and children still, in playful clothing.”

Chantelle, who has an 11-year-old daughter, Amiyah, was just as keen to fill this gap. “We wanted to provide a nice high-end brand, but not too high in terms of price,” Natasha said.

“I did a lot of research for two to three years to find out how you produce clothing. It didn’t seem to be the UK where I would be able to produce the fashion, so I had to travel to Germany. I went to Paris to a lot of events and networked with different factories from around the world, and had a lot of trips to London.”