Jourdan Dunn's annoyance with childrenswear inspired Lil' LonDunn clothing range.
The 25-year-old supermodel has one child, son Riley, six, and she had become "frustrated" with the limited selection of boys clothing available on the UK high street in comparison to the larger variety for girls.
Her dismay at the garments on offer led her to design the 22-piece unisex collection for five to 16 year olds that hit Marks and Spencer last week.
Speaking on ITV's 'This Morning' today (20.04.16) about the catalyst for her latest fashion venture, the 25-year-old supermodel said: "I have been a little bit frustrated going in to stores and I always feel the boys selection is always so small, it's not much. It's like a little corner over there and the girls is like this and that and that.
"So I just thought, 'You know what, I just want to have my own line and basically for Riley, what I would want to put Riley in."
Jourdan has been at the top of the fashion world for the past few years working with labels such as Victoria's Secret, Burberry and Calvin Klein.
However, the catwalk queen still has a lot more she wants to achieve.
She explained: "At home with my son that is my reality and then I go back into work and it's like another world.
"With fashion I feel there is still so much I want to do, still magazine covers that I want to grace, and there's still campaigns I would love to be a part of, and shows I still want to walk in, so in that sense there is still so much I want to do."