A bittersweet story of losing and finding yourself.
Our summer story metaphorically hands her the road map. A zig-zag journey along the ‘Rites of Passage Road’. If summer naturally imbues a sense of freedom, a yearning for travel and the unknown, then this is the moment for her to take off.
To lose herself for a while and then to come back home via ‘Grown Up Grove’. Our campaign imagery plays with the idea of what we see is not the whole story. The thoughts and ideas that we have about ourselves can be quite different to what the viewer perceives. We playfully suggest that this journey is the eye-opener in every sense. The collection palette radiates all that is joyful about summer. Floaty cotton voiles, viscose & crisper poplins in soft pastels, named ‘Lettuce’, ‘French Manicure’ & ‘Pina Colada’ are combined with richer hue’s of ‘Verdigris’, ‘Rainforest Green’ & ‘August Sky’. There is white, ‘Swan’, and the prettiest of a hand painted floral sprig print used across the linen styles. The ‘Old London Map’ print evokes a vintage summer vibe yet employs contemporary detailing of contrast deep hems and edgings. The intention is to create styles that are romantic yet modern.Voluminous dresses, puff-ball hems, midi lengths, ruffles and bloomer-style shorts are equally as relevant as the more paired-back cap-sleeved shapes and asymmetric hems. These are optimistic styles for her to float around in all summer long. To carry her to unfamiliar places and invite new perspectives.
A summer to grow up in.