What happens when genius meets genius? Magic!

New Generals and their collaboration with photographer Anders Hald is a “genius meets genius” situation. New Generals reinvent children’s fashion with stepping away from the Mini Me style, and rather embark on a adventure of playfulness and creativity. No boundaries or limits. A futuristic unisex style, muted colours, strong graphic prints, exciting cut and shapes and above all comfortable soft cotton, organic of course. For the planet and future generations.
Then New Generals with this fantastic collection for Spring Summer 2013 teams up with number one children’s fashion photographer Anders Hald, and magic happens. Presenting “Fragments of Summer”!

I was fortunate to be asked to shoot images for New Generals for their spring capsule collection. Although I shot the images, the incredibly talented Art Director Joen Weidemann came up with the concept and amazing graphics for this collection of images:

New Generals SP13
New Generals SP13
New Generals SP13
New Generals SP13
New Generals SP13
© New Generals Spring Summer 2013 Photo: Anders Hald

The Danish photographer Anders Hald is a international top photographer, specialising in children’s fashion. He works for leading Scandinavian brands as well as international magazines. andershald.com

Starting from 2013 New Generals will be presenting 4 collections a year. The Spring Capsule collection “Fragments of Summer” is an exclusive mid-season line with only 150 pieces available per style worldwide. Available in expanded range of sizes that also includes teenagers, from age 3 to 14. (Little B age 11 will be very pleased -finally tween size!)
Also worth noticing, New Generals will be exhibiting this winter at Pitti Bimbo, Playtime Paris and CIFF Kids.
For the latest ethicool kids fashion, news and updates for the New Generals in town head to newgenerals.com/


  1. Fantastic news! As the collection is so limited as well, I’m sure it will disappear rather quick!

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