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Ted Baker launches new seasonal collection influenced by modern British style

Tom Shearsmith
18 March 2021

Global lifestyle brand Ted Baker has announced the launch of MiB, a brand new seasonal collection, described as "a love letter to the eclectic influences of modern British luxury and style".

Celebrating the unique qualities of British creativity, the collection features premium materials in both menswear and womenswear. With each MiB collection, Ted Baker will work with two British collaborators to curate individual edits of the range.

For Spring/Summer 2021 artists Greta Bellamacina and Kojey Radical share their own unique interpretations of eclectic British style with four of their favourite MiB looks. has created a gallery of the Spring/Summer 2021 campaign imagery:

Speaking about the collection, Greta Bellamacina said: "There is 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."

As part of their MiB collaboration each of the artists has created an original piece of spoken word on what Britain means to them, which forms the core concept of the campaign film.

Shot by Elliot James Kennedy and styled by Harry Lambert, the short film sees Greta and Kojey exchange their perspectives across a table in a London café, sharing different associations and references on the same, unifying theme.

Kojey Radical added: "The last couple of years have been so intensely different that it’s easy to forget the enjoyment of living in a place like Britain. I had to go back to a simpler time in my mind; waking up in the East End to the sound of market stalls and shop shutters, and people grafting and getting to work as early as possible. To me that’s very quintessentially British, and the small corner in which I come from."

The full MiB collection is available to buy from today on Ted Baker's website, and in-store once non-essential reopens on 12 April.

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