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Main Story AW25: A Collection of Light, Rhythm, and Play

Inspired by Kim Lim, designed for childhood.

As winter light softens into the early evening glow, the house becomes a haven

Inside, among friends and warm echoes of laughter, an ordinary afternoon is transformed into something quietly magical.

This is the world of Main Story’s 17th collection: a place where creativity runs barefoot through rooms, stories unfold in spontaneous bursts, and childhood feels like art in motion.

Art, rhythm, and the language of movement

For AW25, Main Story draws inspiration from the poetic minimalism of Kim Lim, the celebrated Singaporean-British sculptor and printmaker known for her timeless explorations of space, rhythm, and form.

This influence pulses through the collection: in its abstract prints, layered textures, and earthy yet saturated tones.

Garments reflect Lim’s harmony and quiet strength, balanced but free, expressive yet grounded.

Patterns ripple with movement. Colours like brick red, storm blue, pale apricot, and olive green echo the natural world in winter light.

Children move freely through sculptural shapes and soft silhouettes that respond to their rhythm, whether they’re mid-cartwheel, curled up reading, or lost in a board game on the floor.

Main Story designs clothes for the world children really live in: messy, beautiful, creative. Clothes that feel like a second skin, but also tell a story.

A creative house full of joy

The AW25 campaign captures an afternoon indoors where children are fully themselves..

Games are scattered across the floor. Socks slide on wooden boards. Laughter erupts from nowhere.

Every corner becomes a backdrop for imagination.

A game of chess under the table. A secret dance in the hallway. A flash of colour at the window.

There’s a cinematic, almost nostalgic joy to these moments, and Main Story frames them with clothes made for comfort, artfulness, and durability.

Responsible from stitch to story

Main Story has always believed fashion should be a vehicle for creativity and responsibility, and the AW25 collection is no exception.

Every piece is designed with function, sustainability, and longevity in mind.

Materials:

  • 100% organic cotton: used for all jerseys, fleece, woven garments, caps, and socks.

  • Knitwear: crafted in an Italian eco-blend yarn (35% recycled polyamide, 30% wool [16% recycled], 30% viscose, 5% cashmere).

  • Socks: made from recycled polyamide, organic cotton, and elastane.

  • Outerwear: features a new fleece jacket made entirely from 100% recycled polyester.

Designed in the UK and made in Portugal, the collection covers children aged 2 to 14 years, with relaxed silhouettes, quality craftsmanship, and enduring design values.

Made for more than just a season

Main Story continues to redefine what children’s clothing can be: beautiful, gender-neutral, functional, and designed to be passed on.

Pieces that evolve with the child, and stories that grow with them.

Whether it’s worn on a snow day, to an art class, or through a wild weekend at home, every garment in the AW25 collection carries an invitation to play, to express, and to be fully yourself.

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