This Belongs To Invites You Into Bed
The Poetry of Winter: An Intimate Loungewear Story
As winter’s hush settles over London, acclaimed lingerie label This Belongs To unveils its Winter 2025 collection—a refined ode to the art of slowing down. This season, the brand crafts a nuanced narrative where introspective luxury and effortless sensuality coexist. The collection beckons us to savor the beauty of unhurried mornings and tranquil evenings, transforming daily rituals into moments of quiet indulgence. Here, comfort and allure intertwine, redefining self-care through a lens of subtle sophistication.
A Campaign Rooted in Atmosphere: Dungeness as Muse
Shot by photographer Rosie Bell, the campaign finds its soul along the evocative shores of Dungeness, on England’s rugged southern coastline. This windswept landscape—bleak yet hauntingly beautiful—serves as the perfect canvas, capturing the ambiguous threshold between sleep and awakening. Bell’s lens balances the stark clarity of winter dawn with the inviting warmth of intimate interiors, creating images that resonate with vulnerability, comfort, and a sense of quiet anticipation.
Conscious Craft, Elevated Comfort
Sustainability is woven into the very fabric of the Winter 2025 collection. Each piece is rendered in ultra-soft eco bamboo jersey, carefully chosen for its gentle touch and minimal environmental impact. The palette—shades of blue and grey—draws inspiration from the muted seascapes of the British coast, lending a contemplative elegance. Thoughtfully designed silhouettes, from micro shorts and cut-out tanks to fluid layering pieces, invite endless styling possibilities. The result: loungewear that elevates the everyday, fusing ease and refined sensuality in perfect harmony.
An Evening of Immersion: Celebrating the Launch
Marking the debut of the capsule, This Belongs To welcomed a select circle of tastemakers and friends to an intimate London gathering, enveloped in the spirit of winter luxury. Guests were treated to a culinary experience by Chef Harriet Kelsey alongside a bespoke fragrance journey curated by Malin+Goetz. The evening culminated in a private screening of the campaign film, immersing attendees in the collection’s evocative world and underscoring the brand’s ethos: an invitation to embrace stillness, softness, and considered self-nurture.
Collection Availability
The This Belongs To Winter 2025 collection is available exclusively via the brand’s official website.
Adapted and edited for Maverick, drawing inspiration from leading international fashion publications.
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