Journal: 13 April 2016

Behind the lookbook.

Back in late December of last year, when most people were preparing for Christmas, we were co-ordinating our 2016 childrenswear lookbook. After a call on social media for children to apply we narrowed our models down to 8 children.

The location was a gallery (in between shows) in our home city of Norwich. We commissioned Ricky-Joe Burrage, Bobby’s incredibly talented brother to shoot the campaign. Our new collection is far more graphic in the execution and so we wanted the minimal surrounds, props and movements to reflect that.

The colour palette for 2016 is greyscale with a touch of mint and peach as accent colours. Our unisex line was manufactured in a factory in Nottingham, England, which is roughly 4 hours drive away from where we live and work. We’ve been working with the factory since the start of 2015 to refine the patterns. All of our clothes are screen printed in Norwich. This means we have kept air miles down but very importantly for us, kept the production British.

Our new collection is far more graphic in the execution and so we wanted the minimal surrounds, props and movements to reflect that.

We wanted to take this opportunity to thank Fable Heart for supplying their crowns, Bubblegum Balloons for their beautiful white balloons, ByStroom for the perfectly matched rucksack and, of course, the team involved, both Ricky, the children and their awesome parents. The children were so well behaved and made the whole day such a smooth process. We are looking forward to taking this concept of shooting children for our campaigns on the road later this year.

We launched this collection to buyers in January at Playtime Paris and the first drop of the collection went live to buy this week on our website. The second drop will be in May.

You can shop the new collection here.

 

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