To launch her Pre-Fall 2020 Collection, designer Emilia Wickstead gathered her society friends to pose along their babies for her new campaign editorials, and the results are absolutely beautiful. The campaign was inspired by Us and Them, a book by Helmut Newton and his wife, Alice Springs, from 1999, that was portraying characters such as Princess Caroline of Monaco, Brigitte Nielsen, or Donatella Versace posing with their babies and toddlers.
In her own view of the modern, millennial, 2020 motherhood, Emilia Wickstead featured inspiring mammas such as Charlotte Dellal, Sabine Getty, Emma Elwick-Bates, Sarah Harris, Kenya Hunt and more. All these women are proof that even in the hectic roles of new mothers, women can stay true to their style, and can wear the same beautiful, unapologetic garments as before.
“I wanted to show that there are childproof clothes!” Wickstead laughed. “Crease-free, robust, not too delicate, and always with a sense of ease.” Wickstead sure knows all about putting pragmatic glamour into everyday life; she has two children herself. Her complicity with her circle of customers is built into everything she designs. “I always think about it, but I really thought about it with this collection,” she said.
“I’ve always loved and enjoyed staying true to the idea of dressing up. For me as a designer, I’ve always been inspired by the past—the pictures we see of our mothers and grandmothers, always looking immaculate,” she said. “I think it’s part of my job to show that, even though, yes, we’re on the go, you can do this with clever clothes.”
All Photos Courtesy of Emilia Wickstead.