Photography is a key business tool in childrenswear, influencing how a brand is perceived and giving independent retailers strong visual material to use both in-store and online. For Picture Book Fashion, photography plays an important role in expressing the character of each label, building trust with customers, and equipping stockists with content that supports sell-through in a highly visual market.

 

At Picture Book Fashion, imagery has always been about far more than simply showcasing clothing. Every campaign it creates is designed to tell a story, reflecting the personality of each brand while providing retailers with high-quality content they can use across stores, websites and social platforms.

As the company behind A*Dee, Little A, mitch&son and Bonini, Picture Book Fashion knows how important a strong visual identity is in today’s childrenswear market. Bringing each brand’s personality to life every season takes months of creativity, collaboration and detailed preparation. The company’s a/w 26 photoshoots were no exception.

While the final imagery may look effortless, Picture Book Fashion’s small but incredibly dedicated in-house marketing team works far in advance to develop concepts, locations, styling and content schedules that align with the direction of each collection.

 

 

Authenticity is everything, and that starts with the children in front of the camera.

Unlike many brands, the company doesn’t specifically look for professional child models. Many of the children featured in its campaigns are local children and genuine fans of the brands. Over the years, Picture Book Fashion has built an incredibly loyal community around its labels, and involving those families in the photoshoots feels like a natural extension of the business. Working with children and parents who already love wearing A*Dee, Little A, mitch&son and Bonini brings a natural sense of energy to each shoot. Their enthusiasm comes through on camera, allowing individual personalities to shine and giving the final imagery a genuine sense of warmth and authenticity.

Supporting local talent is equally important throughout the creative process. From photographers and videographers to studios, Picture Book Fashion works closely with local creatives wherever possible. It’s a/w 26 campaigns were shot across a combination of local studios and on-location settings, including a stunning heritage property in Edinburgh, just an hour from the company’s Glasgow headquarters.

Picture Book Fashion wanted to embrace the atmosphere and architecture that Scotland naturally offers during winter. Rather than creating an artificial version, the team leaned into the textures, tones and weather conditions around them to bring a more natural feel to the season. The unpredictable Scottish weather became part of the creative process itself, helping capture imagery with a genuine seasonal feel.

 

 

Another major element is the physical worldbuilding that happens behind the scenes.

In an era increasingly dominated by AI-generated visuals and digital environments, Picture Book Fashion remains committed to building physical sets, sourcing props and creating immersive experiences for its campaigns. Many of the installations used throughout the a/w 26 shoots were handmade by the team, with countless hours spent building, sourcing and styling every scene.

From constructing bespoke set pieces to carefully layering props and textures, the company believes these details make a difference. They create depth, warmth and personality that simply can’t be replicated artificially. Most importantly, they allow the children to genuinely interact with the environment around them, resulting in imagery that feels natural and full of life.

 

 

Commitment to high-quality content is also key to how the business supports retailers.

Picture Book Fashion understands that independent stores and stockists are under more pressure than ever when it comes to content creation and social media. That’s why it continues to heavily invest in marketing across all four brands, providing a constant stream of professional imagery, videos and digital assets throughout the season.

For Picture Book Fashion, marketing doesn’t stop once the collection is designed. The company sees it as part of the full service it offers to its stockists, giving them not only strong product, but also the tools to successfully market and sell it. From campaign imagery and social content to videos and launch materials, the business aims to make it as easy as possible for retailers to bring its brands to life for their own customers.

As Picture Book Fashion’s brands continue to grow globally, that commitment to creativity, authenticity and community remains unchanged. Every image represents months of collaboration, preparation and genuine passion for what the business does. Whether it’s the marketing team planning months in advance, local kids joining them on set, handmade props being created, or photographers braving Scottish winter weather – every detail matters. Because for Picture Book Fashion, great imagery doesn’t just showcase a collection – it creates connection.

For further information on Picture Book Fashion, please click here.