Ted Baker launches Spring Summer 2021 collection

Global lifestyle brand Ted Baker has announced the launch of its Spring Summer 2021 brand campaign, encompassing both menswear and womenswear, celebrating what it means to be British.

Across womenswear, a colour palette of ice cream pastels and coastal hues contrast with floral and camo-print items. The collection also highlights the warm weather ahead, with pussy bow necks and feminine ruffles across mini, midi and maxi length dresses featured prominently.

The menswear side of SS21 sees layering present as we move from Winter into Spring. Relaxed shirts are worn over simple t-shirts, with 1970's geometric patterns and painted stripes making up a playful side of the collection.

TheIndustry.fashion has created a gallery showcasing the full campaign:

Shot in Margate by acclaimed photographer Felix Cooper, the associated campaign captures joyous moments of everyday British life, with both the womenswear and menswear collections showcasing the evolution of the Ted Baker brand.

Last week, Ted Baker revealed a hit of up to £5m from Brexit as tumbling festive sales also laid bare the toll taken by the pandemic.

Ted Baker CEO Rachel Osborne said: “While we have made encouraging strategic progress, trading over the fourth quarter was difficult and heavily impacted by the Covid pandemic, leading to the closure of many of our stores during the period and a lack of demand for outerwear and occasionwear over the festive season in particular.

“Looking forward, we are taking a cautious planning approach and now assume that UK stores will remain closed until the end of May, followed by a gradual recovery over the rest of the first half.”

The group is pressing ahead with the launch of a new online sales platform at the end of the first quarter as it looks to ramp up its internet trade in the face of a high street bloodbath.