Girlguiding has introduced its first significant uniform redesign in more than three decades, shifting to a casual dress code intended to promote a greater sense of belonging and inclusiveness among its members. Starting immediately, girls in Guides, Brownies, and Rainbows will wear branded tops that can be paired with their own clothing, a departure from the previous requirement of branded leggings or trousers.
This overhaul, which has been in development for two years, also prioritizes affordability and the use of more sustainable, recyclable materials. The organization stated that the new range is designed to give girls the freedom to express themselves while feeling connected to the group, with practicality, comfort, and sustainability as core design principles.
"We know that self-expression and confidence go hand in hand," said Felicity Oswald, Girlguiding's chief executive. "With girls in guiding being 30 per cent more confident, the introduction of the new uniform is designed to further nurture that confidence and foster a true sense of belonging."
The new uniform includes branded t-shirts, long-sleeved tops, or hoodies, with optional branded items like shorts, gilets, and caps also available. The designs vary by age group: Guides (ages 10-14) will wear tops in a toned-down muted blue, a change requested by members, deviating from older bright blue and red designs. Rainbows (ages 4-7) will see their tops become more vibrant with pink and rainbow stripes replacing the previous red. Brownies (ages 7-10) will maintain their yellow and brown color scheme but with an updated striped design. All items feature the organization's new logos, introduced in 2023.
Promotional images showcase girls styling the new tops with a variety of personal items, including jeans, skirts, sunglasses, headscarves, and hair accessories. The entire collection comprises 30 garments and 15 accessories, with neckerchiefs offering personalization options. Functional features such as hidden pockets and thumb holes are included, and gilets are designed to double as camping pillows when folded.
A survey of 2,000 girls aged six to 16 revealed that 93 percent feel most comfortable when they can choose their own style. Girlguiding ambassador Angellica Bell commented that the new uniform empowers girls and volunteers to embrace their individuality through playful colors and practical designs.
The redesign was a collaborative effort involving 55,000 members and was executed by HemingwayDesign. This initiative follows a December decision by Girlguiding to reverse a policy change that would have allowed male-born transgender members into single-sex spaces, a move that followed a legal challenge. The organization has approximately 300,000 members and 80,000 volunteers.