Girlguiding redesigns uniforms for first time in 30 years, prioritizing self-expression

For the first time in more than three decades, Girlguiding has overhauled the uniform worn by its members—a shift that signals a fundamental rethinking of what it means to belong to the organization. The redesign, which launched this week, loosens the grip of tradition in a way that would have seemed unthinkable just years ago. Members of Rainbows, Brownies, Guides, and Rangers now need only wear the branded top to meetings and activities to be considered properly uniformed. Everything else—trousers, skirts, shorts, the full formal ensemble—becomes optional.

The change emerged from listening to the girls themselves. Over two years, Girlguiding worked with the design firm Hemingway Design and gathered input from 55,000 girls and women across the organization. What they heard was consistent: young people felt most at ease when they had control over their appearance. A survey of 2,000 girls aged six to 16 conducted in June found that 93 percent said they feel most comfortable when they can choose how to style themselves. Nearly half reported feeling more confident when they have that freedom, while a third specifically linked confidence to the ability to express themselves. For context, 41 percent of those surveyed said strict school uniform policies actively prevented them from feeling that way.

The new collection reflects this philosophy while maintaining Girlguiding's visual identity. There are now 30 clothing items to choose from, along with 15 accessories and neckerchiefs that can be personalized for local, regional, and national events. The designers built in practical touches: hidden pockets in waistbands, thumb holes for warmth, and badge sashes that function as cross-body bags. Felicity Oswald, the organization's chief executive, framed the redesign around a specific finding: girls in Girlguiding report being 30 percent more confident than their peers. The new uniform, she suggested, is meant to deepen that advantage by giving members genuine freedom within a structure that still signals belonging.

This is not the first time Girlguiding has reimagined itself. The organization, now 116 years old, has redesigned its uniform nine times. The original was austere by modern standards—a blue skirt, stockings, jumper, and neckerchief. Brownies wore brown tunic dresses with patch pockets. Wartime rationing brought minor tweaks, but the fundamental look held until the 1960s, when hemlines rose and colors brightened. The 1973 redesign swapped wool berets for knitted pom-poms to manage costs. T-shirts and shorts arrived in 1980 as outdoor activities became more adventurous. The 2002 update, designed by Ally Capellino, modernized the Brownie look. Most recently, in 2014, Guides got bright purples and dresses made a comeback after a 24-year absence.

The new uniform also includes a sustainability element. Members can bring old uniforms to free workshops over the summer to have them upcycled into new accessories, turning what might otherwise be discarded into something usable. Angellica Bell, a broadcaster and Girlguiding ambassador, endorsed the shift as empowering girls and volunteers to embrace their individuality while remaining visibly part of the organization.

The timing of this announcement, however, arrives alongside a more contentious policy change. Beginning September 6, Girlguiding will enforce a new membership restriction that requires members to be "girls and young women," a policy that will force transgender girls to leave the organization. The decision followed a 2025 Supreme Court ruling on biological sex and was announced in March after a year of deliberation. Girlguiding has stated it does not collect gender identity data, so the organization cannot say how many current members and volunteers will be affected by the rule change. The uniform redesign, framed as an expansion of freedom and self-expression, thus arrives in the shadow of a policy that narrows who is welcome to wear it.