The AW25 Main Collection reaffirms True Artist’s core values of durability, comfort, and versatility.
This season introduces fresh patterns and a vibrant color scheme designed to brighten winter days, all while staying true to the brand’s artistic spirit.
Soft, high-quality fabrics and relaxed, unisex silhouettes define each garment, making them ideal for young creatives living their lives like a work of art.
Pre Fall is a nod to classic university style, with a preppy aesthetic inspired by the traditional dress codes of Oxford and Cambridge.
Standout pieces include three new denim icons: jeans, dungarees, and a jacket, now considered staples of the True Artist wardrobe.
A red tee with the statement slogan “Contemporary and functional garments for the Artistic Soul” captures the brand’s essence, alongside recurring artistic prints and the signature bird emblem.
Brighten up the autumn with a trio of vibrant corduroy tones: light blue, pink, and red.
This drop channels the timeless preppy look with a twist: introducing striped shirts, transitional layering pieces, and a reimagined version of the iconic True Artist bird.
Designed to stand out, these garments remain timeless enough to be worn across seasons.
Purple reigns in Winter 1 with its cozy tracksuits, puffer jackets, and the standout Autumn Fig knitted jumper – a striped piece that nods to Ivy League layering.
New outerwear innovations include reversible coats, expanding styling options for the colder months.
The Étude Capsules are limited-edition creative drops that dive deeper into fashion as a form of artistic narrative.
This capsule plays with perception.
Patterns and lines shift and deceive the eye, turning the concept of a “trace” into a dynamic visual experience.
The knitted Jacquard Polo makes a bold statement with its geometric pattern and rich palette, while the new Trace Hug logo symbolizes both movement and connection.
Don’t miss the Geometric Clash set: a visually striking addition to any young artist’s wardrobe.
Inspired by the vibrant chaos of urban art, this capsule celebrates freedom of expression.
Spray-paint-inspired prints, bold hand-drawn graphics, and kinetic energy bring the city to life in every piece.
Highlights include the knitted jumper set with geometric lines, the pleated Aerosol skirt, and the colorful, cosy puffer jacket – a wearable ode to street art culture.
Every drop, from preppy prep-school classics to urban graffiti-inspired pieces, speaks to the child who views life as a canvas.
The AW25 collection is more than clothing, it’s a uniform for self-expression.
Lemon: Why “True Artist”?
Adriana: For nearly three years, we carefully considered the concept of creating a more timeless collection. The vision was to offer a sophisticated range of colors and patterns, meticulously curated, that would stand apart from Bobo Choses while still embracing the spirit of art and experimentation.
Lemon: What inspired you to create True Artist after your journey with Bobo Choses?
Adriana: Children relate to art freely and innately, without prejudice. This mirrors how both children and artists explore their creativity, and it’s the starting point for our collections: pure experimentation.
Lemon: What emotion or vision sparked the brand’s creation?
Adriana: As sensitive individuals, we are deeply moved by all forms of artistic expression. Our greatest joy lies in translating these profound emotions into a cohesive collection.
Lemon: What creative or emotional space did you feel was missing in kids’ fashion that True Artist now fills?
Adriana: Color serves as the foundation of our collections, allowing us to express our emotions. The way we combine colors also reflects our feelings. The ability to experiment with color is a concept that truly captivates me.
Lemon: What values do you want to instill in the next generation through your collections?
Adriana: Beyond their essential protective role, clothes can act as an extension of our emotions and identity. Dressing freely, rather than adhering to homogenizing trends, allows individuals to preserve their uniqueness.
Lemon: How do you see the True Artist universe evolving in the next few years?
Adriana: I envision the True Artist universe expanding its reach, continuing to explore the intersection of art and fashion with an even deeper focus on sustainability and innovation in materials. We’ll evolve our unique approach to color and pattern, perhaps collaborating with more diverse artists and art forms to enrich our narrative. The goal is to consistently offer timeless, sophisticated pieces that empower individuals to express their authentic selves, fostering a community that values creativity, freedom, and uniqueness above fleeting trends.
Lemon: What kind of child do you imagine wearing True Artist?
Adriana: I imagine a child who is curious, expressive, and unafraid to be themselves. A True Artist child is someone who finds joy in exploring the world through their own unique lens, whether that’s through art, play, or simply by embracing their individuality. They value comfort and quality, but also see their clothes as a way to reflect their inner world and their boundless creativity.
Lemon: Complete the sentence: A True Artist is…
Adriana: Someone who approaches life with an open mind, constantly exploring, experimenting, and expressing their unique perspective without fear of judgment. They find beauty in the unconventional and inspiration in everyday moments, translating
their inner world into tangible forms that move and connect with others.
Lemon: Where do you usually begin your design process, a color, emotion, shape, or story?
Johanna: We usually begin where we stand in the heart of the brand, the core concept of True Artist: timeless style, playing with colours, colour combinations, patterns and art – it all blends together and creates the next chapter for the collection. We try not to think of each collection as a separate story but as a continuous path we are building.
Lemon: What’s one detail you always come back to when designing for children?
Johanna: We always aim to have the essentials covered: functionality, comfort, high quality, durability and minimal environmental impact. We really really wish for and aim towards making sure every TA garment becomes a fond, well-loved favorite: a piece you’ll want to wear and cherish until it’s outgrown. We try to give a lot of attention to each garment, trying it out, feeling out – shape, colour, print, fabric, stitching details – everything has to match and feel good together. We try to make things that we wish for ourselves, that our kids and friends are happy in!
Lemon: How do you merge contemporary design with timelessness in every piece?
Johanna: We try to stay true to our core principles of the brand. We work a lot on achieving top notch fit for each style, something that that just makes you feel good when wearing it. That mixed with our colour palette and prints shape really special and personal pieces. In the end I think that sort of is what for an individual makes a garment timeless – it reflects a part of your being. Personality and emotion gives you the mix of contemporary and timeless design.
Lemon: What was your biggest inspiration behind the AW collection?
Johanna: It’s a mix of several sources. Vintage sportswear, university varsity style, pictures of 20th century artists and what they were wearing in their studios (often a personal take on a work uniform and very true to their own style). We looked at different painting techniques like sketches with thick brushes and early days of the spraypaint graffiti and a touch of optic art. We always keep previous collections fresh in our minds, ensuring new pieces mixes well with what came before. The goal is to create a wardrobe that grows with the TA client.
Lemon: What’s your favorite piece right now and how would you style it for a bold little artist?
Johanna: I really like the optic art dress and pants matched together mixed with the burgundy/blue sweatshirt. Great look!
Lemon: Étude adds a more experimental layer to the brand. How do you approach designing it differently?
Johanna: For Étude the artwork is center piece and sets the mood for the collection. We try to fit fabric and design to match the motif. Sometimes we work on bolder shapes and play it a bit different. In the end, Étude is like a sketch where there is room to experiment a little bit and try new things.
Lemon: If the Étude line had a personality, what would it be in three words?
Johanna: Curious, artistic, expressive.
Lemon: What excites you most about working with the True Artist concept?
Johanna: The sensitive and respectful way True Artist cherishes the unique individuality and creativity each child has within them. It is really beautiful how this is the groundstone of our everyday and how this mindset really channels into the collection.
Lemon: “The Artist’s Uniform” reframes everyday wear as creative armor. How did you arrive at the concept of blending worker style with artistic expression?
Johanna: A lot of artist and other creatives have a way to shift focus from themselves onto what they are working on in their creative quest. The everyday style they have created for themselves – conscious or unconsciously – allow them to express personality and at the same time it needs to be functional and comfortable. The artists wardrobe, with more plain coloured styles, mixes the result of the creative process, which for us are the colourful printed garments. It’s the artist and their work.
Lemon: You’ve introduced a modular sleeve system, what inspired this functional innovation?
Johanna: The inspiration behind the modular sleeve system was twofold: we wanted to give the jacket a longer life and to give the wearer more individual options. It’s a feature that adds versatility, allowing the jacket to adapt to different seasons and activities, while also the wearer can express their unique style. It’s a small design detail that makes the garment more personal and extends its lifespan.
Lemon: If you could pick just one piece from “The Artist’s Uniform” to represent the entire seasonal mood, which would it be, and why?
Johanna: Maybe the denim jacket. The fit came out very nicely with big double pockets and a secret small inner one. Denim has so much personality and changes the look and colour over time, leaving soft, nice handfeel and visible marks all faded.
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