Ted Baker launches new concept MiB collection, links with Brit artists
Ted Baker on Thursday launched a brand new seasonal collection called MiB, which it calls a “love letter to the eclectic influences of modern British luxury and style”.
It said it “celebrates the unique qualities of British creativity; referencing premium materials and skilled craftsmanship but without taking itself too seriously,” we’re told.
It’s an interesting new concept for the company as, with each new collection, it will work with “two multi-skilled British collaborators to curate individual edits of the range”.
For SS21, it selected multidisciplinary artists Greta Bellamacina and Kojey Radical to “share their own unique interpretations of eclectic British style with four of their favourite MiB looks”.
As part of the campaign linked to the launch, the two have each created “an original piece of spoken word on what Britain means to them”, which forms the core concept of the campaign film. It was shot by Elliot James Kennedy and styled by Harry Lambert as the two artists sit in a London cafe.
Bellamacina said that there’s “a certain eccentricity that lives in British style. You don’t have to go far to see it…I like that there really isn't any right or wrong, British style is an attitude and what you have to say as much as it is about clothing”.
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