New kidswear brand Main Story has been posting some intriguing images on Instagram lately.
The label which is due to launch soon describes their ethos here;
“Main Story is a brand conceived for children from 2 to 11 years. 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. Utilizing soft-tone colours and contemporary print in minimalist styles. Each piece is designed to be comfortable, and provide ease of movement, using only soft natural fabrications, and organic qualities where available. The range consists of seasonal printed styles, layering knits and year-round modern basics. Pieces that we hope you will pass on to be worn some more after they no longer fit.”
Owner/designer Susan Cole has lived in London and worked as a womenswear designer for 8 years before having her son in 2010 (since then also adding a daughter into the mix). She has worked as a freelance designer in womenswear and childrenswear since so had a solid grounding in the business before deciding to launch her own label.
The photo campaign contains bold strong images shot by Chi @chieskafortunesmith.
All photography by Chi @chieskafortunesmith for Main Story – all rights reserved
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