Last week we met some of the past MilK award winners, but now it’s time to meet the brands who won at the Winter 2024 edition! Awarded for being their “Crush” or “Grand Prix” by the MilK Magazine team on Saturday at Playtime Paris, these awards mark these two brands as must-haves for next season. You’ll also be able to find them in MilK Kid’s Collections next edition that will be released this summer! Let us introduce you to the Winter 2024 MilK Award winners now!


Crush Award: Little Boomerang

Little Boomerang is a brand from Amsterdam that upcycles classics from the past into the icons of the future. In today’s world, there are a lot of materials that already exist. Little Boomerang really believes that what’s already there has a lot of value, so they turn discarded clothing into new clothing for kids. MilK Magazine fell in love with their virtuous process of upcycling, which is why they selected them for this Winter 2024 MilK Award! Their favorite piece is a pair of pants that is made from the sleeves of old adult shirts.

“It’s an amazing recognition of our work to win the MilK Crush Award! It’s really a dream come true. MilK Magazine is one of the leading magazines for us style-wise, and it’s great to be rewarded and seen as their Crush brand. We’re really really happy!”


Grand Prix Award: Hello Simone

Hello Simone is a French brand created in 2016. Simone was the name of the founder’s grandmother, and an imaginary Parisian girl who travels all around the world. Each Hello Simone collection is inspired by a place that she visits. For the Autumn-Winter 2024-25 collection, they were inspired by the fantasy of England in the 70’s. Hello Simone designs all their own prints, making the brand unique and the prints impossible to find anywhere else. This season, they were inspired by vintage wallpaper. MilK Magazine loved this joyful new collection that is rich in bright colors and retro prints.

“We were so happy to win the Grand Prix! It’s always very nice to receive an award for your work. I love MilK Magazine, and they always follow and support us. It was really cool to win, thank you MilK Magazine and thank you Playtime!”


Congratulations to the Winter 2024 MilK Award winners! We love seeing who MilK Magazine will select each season, and can’t wait to see Little Boomerang and Hello Simone in the pages of the next edition of MilK Kid’s Collections. Thank you again to everyone that participated at Playtime Paris, we can’t wait to see you all again for three more days of business across the ocean at Playtime & Kid’s Hub New York! Get your pass here to join us there February 11-13!


Header image of Hello Simone receiving the Winter 2024 MilK Award for “Grand Prix” from the MilK Magazine team
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Madeline Blankenship
Madeline Blankenship