Our AW24 collection drew inspiration from the expressive and visually captivating work of Hilma af Klint, a pioneer in abstract art. We sought to incorporate Klint’s favourtism of vibrant pastels, botanical forms evolving into the abstract, and her fascination with painting the unseen within nature. In collaboration with artist Roisin O’Donnell, the theme of botanical forms morphs into illustrations of imagination, creating fanciful characters within a created world. A tiny snail in the work of Klint becomes a little explorer in our prints, leaving a trail throughout, but it remains shy and secret. Echoing the spirit of discovery that characterised Hilma af Klint’s artistic journey.

Main Story is a UK conceived brand for children aged 2-14 years. We produce clothes for the creative, imaginative, playful world of children. We believe in the importance of the arts, principles of good design and responsible clothing.

Our collections draw on inspiration from the world of art & design. Each piece is designed to be comfortable, and provide ease of movement, using only soft natural fabrications, and organic qualities where available. Pieces that we hope you will pass on to be worn some more after they no longer fit.

Main Story – because ‘they‘ are ‘the’ Main Story.