Winter has ended; may summer last forever. After a year of uncertainty and change, we wanted our new spring/summer collection to be full of optimism, energy, and colour. Our ‘Blooming’ campaign focuses on this new sense of hope and bright beginnings. Shot in the grounds of the London home of the Duke of Northumberland, the campaign showcases a collection full of feminine shapes and shimmering fabrics to help renew your wardrobe.
As we look towards the future and the return of normality, we hope this collection will encourage you to feel excited about getting dressed up again - without sacrificing comfort. We’ve created a collection full of bold design details to offer you a sense of self-expression after an unpredictable year. Warm weather classics like puff sleeve cotton dresses, linen boiler suits, and lightweight cigarette trousers are elevated with metallic detailing, while shirt dresses and tank tops are upgraded with a golden burnout material. Enjoy.
Our SS21 collection is inspired by new beginnings, fresh starts and stepping out of the darkness and into the light. So, to showcase our collection in all it’s hopeful beauty, we did something we’ve never done before: a runway show.
Pushing boundaries and exercising our creativity in an entirely new way, our runway show was staged and filmed at the Syon House Great Conservatory, built in 1820 and part of the London home of the Duke of Northumberland.
In this show book, you can find the individual looks from the runway show. We styled each of these looks to complement the setting perfectly: colourful dresses and skirts complement more neutral staples like comfy knits and tailored coords; elsewhere comfort is key, as cool trainers and easy-to-wear slides are paired with casual and smart looks alike. The essence of ‘Blooming’ runs through every look, with models holding bunches of flowers, surrounded by lush greenery and bright florals.
As ever, we’ve prioritised comfort and versatility with a collection that’s unequivocally feminine.
Sanguine, with a fresh sense of hopefulness: our introductory SS21 campaign ‘Blooming’ celebrates new beginnings in a season of change.
Shot within London’s Syon Park conservatory and surrounded by a vast array of fresh flowers, the collection complements the campaign’s vision of growth and prosperity; a departure from the year just gone.
Exhibited in our first-ever runway show, soft pastel hues, hyper-feminine shapes and floral embellishments pepper a notably lighter collection, still versatile enough to complement edgy accessories.
An evocative playlist featuring some of our favourite folk, soul and acoustic artists. Throw open your window, feel the sunshine warm your skin, take a deep breath - and press play. This is the soundtrack to a new beginning.Listen on Spotify
Syon House & Park is one of the last great houses of London, and has been in the family of the present owners for more than 400 years.
For over 50 years Syon House & Gardens and the Great Conservatory have featured in an array of films and television programmes, including most recently Bridgerton, Killing Eve and The Crown.
The unique historic buildings and interiors, landscaped gardens and parkland have set the scenes for films such as The Madness of King George, Gwyneth Paltrow in Emma 1996, Robert Altman’s Gosford Park 2001 and recently ITV’s Vanity Fair.
Filming at a heritage site can come with many challenges and rewards. Accommodating a Disney film crew of 300 for 10 days during Alice Through the Looking Glass in 2014, was a brilliant yet slightly daunting experience for Syon staff.
We filmed this campaign over two days in mid-February 2021, with a small crew of around 15 people. Planning for the campaign started in December 2020, with much change in between to government restrictions and guidelines, due to the ongoing pandemic.
Syon House, the spectacular London home of the Duke of Northumberland, proved the perfect location for ‘Blooming’. The house was built in the sixteenth century on the site of the Medieval Syon Abbey, and has been in the present owner’s family since 1594. Syon House has many layers of history and has seen some profound changes over the centuries.
With years of experience facilitating productions, filming, and photoshoots within the grounds, the Syon House team were well prepared and handled every challenge that arose while filming. They were a joy to work with, and we’re profoundly grateful to the Duke of Northumberland and family for allowing us to shoot here - especially during these strange times.
Love for MMAA Social
Our SS21 collection sees our first collaboration with Mmaa Social, a collective of more than 400 artisans that hand-weave beautiful basket bags on the border of Ghana and Burkina Faso.
Each basket is produced sustainably, using elephant grass and vegetable-based dyes made by the collective. Designs are incredibly intricate and entirely unique - it’s no wonder that Emma Watson featured the Rita basket in her ‘In The Bag’ interview for British Vogue.
Mmaa Social is a non-profit creating more than just a sustainable basket: each straw basket purchased supports weavers and their communities, providing a network where members have access to financial literacy training, education, and business support programs.
Find three of the collective’s beautiful basket bag styles in our Accessories section. We have chosen these designs for their vibrant colours that complement the palette of our SS21 collection.