Spring kidswear at No Added Sugar is a celebration of our nearest and dearest. Of all the people in the world, the magic of being with another is no greater than when they are our own kith and kin. A suitable post for Valentines Day I think!
There is a feeling of love and joy in the girls prints Euphoria, Blissful and Wonderment. Uplifting colours in hand painted designs are printed on to crisp, light pure cotton poplins, voiles and soft carbon finished sweats.
Their own developed all-over prints Animated and Chuckling in sweat and jersey depict their own little made-up rabbit character, given a Roy Lichtenstein dot treatment. Screen printed graphics on sweats play with the rabbit in the form of a skull. Multi-coloured sporty nylon ribs and playfully worded embroidered twill patches add playful adornment to sweats and jackets.
The No Added Sugar shoot is in a cool family apartment with occasional grandparents appearing and sibling models and was shot by Joanna Paterson.