The latest updates on the Picture Book Fashion portfolio of childrenswear brands.

 

CWB: Starting with the longest-established brand in your portfolio, girlswear brand A*Dee, what can we expect from this season’s collection?

Picture Book Fashion: Stockists and customers can expect another season of standout pieces and one-of-a-kind designs. The prints are exactly what our customers love about the brand and based on the feedback we’ve had from our stockists, this season should be another great one for A*Dee. For the first time this season, we worked with children’s fashion photographer Emily Kornya, who did a photo shoot in Berlin for our a/w 25 collections. We’ve held our photo shoots abroad for our summer collections for years, but this was the first time shooting abroad in winter and it went so well, we’ve been totally blown away with the imagery and cannot wait to share it with all our stockists and customers. For the past few years now, we have released a Back to School collection, and this season the jackets and raincoats are amazing. As customers have come to expect, there are also matching socks and school shoes to complete the look.

CWB: And what’s in store for A*Dee’s sister brand, Little A, for baby girls?

PBF: Little A has some really beautiful pieces this season, with two collections to choose from and a range of more casual legging sets as well as some really stand-out dresses, it’s the perfect mix of pieces for little ones. We’ve got a beautiful heart-quilted jacket available in three colours, and some lovely accessories like hair clips and winter hats to complete the look. Our imagery is something we always work really hard to create and this season is no different, we always try to photograph a mix of babies and toddlers so customers can see how cute the pieces look on a range of ages.

 

 

CWB: Moving onto boyswear, what’s new for Mitch & Son?

PBF: As customers will know by now, we always have a much loved pale blue collection each season. This time, however, we have introduced a sage green, which goes perfectly with the blue. The collection looks so fresh and all of our models looked amazing in every outfit, so we can’t wait to start seeing customer imagery when the collection launches. We also have our JNR collection, which goes up to age 10 years. This has a slightly older look with a sportier feel. Feedback since we launched our JNR collection is that it has always been very well received, so we’re looking forward to seeing the newest collection in stores soon.

CWB: What’s the latest for your baby boyswear collection, Mitch & Son Mini?

PBF: Mitch & Son Mini is a collection that sits within the Mitch & Son brand. We love the fact this collection always complements the older collections within Mitch & Son, but with special features specifically for our littlest customers. For a/w 25, we’ve included some knitwear all-in-one pieces, which offer the ultimate comfort for little ones whilst still being practical and cute. This collection also includes one of our popular jackets, which is available in two colours and features a faux fur hood and detachable mittens to keep boys cosy all winter long. With select pieces starting at newborn and then the collection going up to 18 months, Mitch & Son Mini perfectly caters for babies as they grow and move into toddlerhood.

 

 

CWB: What updates are there for your newest label, the girls’ sports and athleisure brand, Bonini?

PBF: We are so excited that Bonini seems to be going from strength to strength. Customers love our core pieces for their comfortable and practical fabrics, and then our Bonini by A*Dee collection is full of prints that our A*Dee customers love but with athleisure styles that girls can’t get enough of. With Bonini doing so well, we’ve decided to release a second drop this season, which is really exciting. It’s a totally different colour palette to the first drop, so we’ve really got something for every style.

 

 

CWB: Where can buyers view PBF’s new collections this season?

PBF: For the first time, we exhibited A*Dee at Pitti Immagine Bimbo in Florence this season, which was really exciting. We have a number of agents and stockists across Europe, so to attend a show like Pitti Bimbo, where we can showcase to our European audience as well as some buyers from across the globe, was really exciting for us. Every season our brands are also available for our stockists to view in Glasgow, Bolton and Essex, and we love this opportunity to show the collections to our lovely stockists for the very first time.

For wholesale enquiries contact info@a-dee.com or click here for further information on Picture Book Fashion.