Pink Chicken’s newly renovated space is packed with playful prints
Baby Shock
Celebrating its 13th year on Main Street and its 27th on the East End, this trendsetting mainstay is known all summer long for its camp care packages. Tiny tots love brands like ArtWalk, Zutano, Mish Mish, and the omnipresent Lilly Pulitzer. “I realize how important [Pulitzer] is in a beach community,” says owner Elyse Richman. 99 Main St., Westhampton Beach, 288-2522; babyshock.com
Christopher Fischer
The baby collection is exclusive to Fischer’s eponymous cashmere shops in the Hamptons this summer. “Baby gifts in cashmere are the most precious and special to give and receive,” says Fischer. The new Polar Bear, Penguins, and Baby Crown sweaters might be bite-sized, but the designer expects them to be hugely popular this season. 67 Main St., East Hampton, 907-0900; 52 Job’s Lane, Southampton, 204-9090
Fahrenheit 451
Liz Epstein’s boutique offers an array of styles from Marc Jacobs, J Brand, Shoshanna, and European designers Elizabeth Hurley Beach and La Fée Maraboutée, the latter of which is a Hamptons’ exclusive. “Most kids’ stores are sequins and the like,” she says. “Our store is an appropriate takeoff of adult [wear] for the kids.” 105 Main St., Westhampton Beach, 288-5724; shopf451.com
Lester’s
Pieces from Rock Candy, a tween collection of fashion-forward tank tops, sweatshirts, tees, and accessories for girls, line the shop. Co-owners Perry Schorr and Barry Cohen favor neon, which they say “adds an energizing touch to everything.” 90 Northern Blvd., Greenvale, 516-626-1161; 350 Route 110, Huntington Station, 299-2222; lesters.com
Little Edit
Well-known labels including Lanvin Petites, Caramel Baby & Child, I Love Gorgeous, Petite Maloles, and Marie Chantal find a home in Southampton’s Little Edit. The grown-up styles, including the shop’s beloved selection of flowy dresses, are hard to find elsewhere. 28 Jobs Lane, Southampton, 287-1110
Marie Eiffel
Catering to wee ones with feminine tastes, Eiffel specializes in ultralight cotton dresses appropriate for ages two to 10, many of which come in red and blue patterns this season. “The girls love them,” Eiffel says. “They dance in them like little princesses.” 78 Main St., Sag Harbor, 899-4332; 8 Grand Ave., Shelter Island, 749-0707
Oscar de la Renta
The designer’s first children’s collection in years mirrors de la Renta’s classical approach to womenswear, with boldly colored stripes, petite pleats, and pretty lace collars. The floral-print and gingham dresses, which come in blue and majestic purple, are best sellers at the Manhasset shop. Americana Manhasset, 2060 Northern Blvd., 516-627-7440
Pink Chicken
The completely renovated space—replete with a new color scheme, wallpaper, and floors —makes a perfect backdrop for Stacey Fraser’s treasure trove of vintage and ethnic prints. “We’re about lots of color and easy, breezy styling that is no-fuss, but always stylish,” Fraser says. Her Willow and Ava dresses are functional and cute—perfect for days at the beach. 137 Main St., Amagansett, 267-6494; pinkchicken.com
Sunrise to Sunset
Margaret Donohoe’s Southampton shop carries “clean, crisp, button-downs and walk shorts in plaids, checks, and solids.” Hurley, Rip Curl, and O’Neill round out the preppiest beach boutique on the South Fork. 36 Hill St., Southampton, 283-2929; sunrisetosunsetny.com
Sunset Beach
New this summer and exclusively sold at the boutique at Sunset Beach are Lindsey Berns’s adorable kids designs. Her line this season draws inspiration from “springtime in Paris and summer in Provence,” and that light and airy ambience shows through in styles like the white eyelet frock and denim peasant dress appliquéd with daffodils. 35 Shore Road, Shelter Island, 749-2001
