Today we’re excited to take you behind the scenes of our latest Autumn/Winter 2025 collection, Really Important Questions. This collection invites children to think and dream big. Inspired by the wonder and curiosity that live in every child’s mind, it encourages them to explore life’s little mysteries in a fun and playful way.
To capture the spirit of the campaign, we brought to life some of the curious questions a child might imagine, like “What is the taste of clouds?” or “How big can a flower grow?”. These oversized creations added a surreal touch to the shoot, reflecting the boundless wonder of a child’s imagination.
For the locations, we looked for a mountain or highland area that would allow us to integrate the elements we had in mind while also capturing the essence of a winter campaign.
The most challenging part was finding a mountain pass with just the right amount of snow. Enough to feel seasonal, but not so much that it became inaccessible. Luckily, the weather was on our side that day, and we found the perfect spot for the shoot!
We can’t wait to share more from the campaign with you soon. In the meantime, we hope this glimpse into the making of Really Important Questions brought a bit of wonder to your day!
