Burberry launches AW22 kidswear collection and campaign
As childrenswear becomes increasingly important to luxury brands that see huge value in offering their mini-me collections to affluent family shoppers, Burberry has unveiled a dedicated AW22 collection and campaign, inspired by the Burberry Thomas bear.
The company said the images “capture the quintessential nature of childhood, the innocent joy expressed when playing together and exploring their imaginations. A tumbling tower of teddy bears forms a warm and soft monument that mirrors the collection’s motifs – creating a playful celebration of the brand’s house codes, explored through bold takes on archival graphics and signature silhouettes in shrunken proportions”.
The imagery is undeniably cute — but not cloyingly so — and inclusive, with all the pieces unmistakably Burberry.
In practice, as the back-to-school season moves into a higher gear, that means reworked “outerwear icons” from honey-tone trench coats in signature cotton gabardine to diamond- quilted jackets lined in Burberry check.
Warm puffer jackets to keep out the cold may not be on everyone’s wish list in the middle of a heatwave in many parts of the world, but they’re likely to be a must-have for those parents thinking ahead. In this case, they come printed and appliquéd with the Thomas Bear graphic.
There are also heritage-inspired prints, patterns and motifs, with the label’s classic check coming in archive beige and seasonal colourways. The check features across patchwork shirts, cotton flannel shirt dresses and loungewear knitted from soft wool cashmere.
Shoes and accessories also come adorned with the signature pattern for a head-to-toe look, from bucket hats and rubber boots to rucksacks and crossbody bags.
And the TB Monogram print in a new-season bright orange can be found on cotton-silk dresses, shirts, and shorts with matching headbands.
The Burberry Thomas Bear is also intarsia knitted on turtleneck jersey tops with pleated skirts, wool cardigans, scarves and baby-grows.
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