Why kids, and why now? Paloma Wool brings in children to avoid hiding reality. Like the line "Because fashion is life," the campaign shows moments where childcare and work collide without filter. The child in the campaign isn't a model but part of Paloma Lanna's world. KAPITAL takes a different approach. Kids make the clothes funnier. An oversized jacket and beanie seen from behind feel closer to a joke than a statement. SYSTEMIC's method differs again. Here, children connect the brand's experimental style to everyday life.
Three brands point the camera downward for different reasons, but they share something. They capture a moment free from the pressure to look cool. Paloma Wool's caption asks, "Why does the camera keep looking down?" The answer isn't clear. But in a time when everyone knows exactly how to look good, kids exist outside that rulebook.
Paloma Wool isn't alone in choosing messy reality over a perfect set. KAPITAL and SYSTEMIC move in similar directions. Children are no longer symbols of cuteness—they function as proof that fashion can't be separated from life. Clothes complete themselves only when worn in someone's real day. Paloma Wool says, "The baby isn't a model, but part of Paloma Lanna's world." That statement applies to KAPITAL and SYSTEMIC, too.
Do you agree? Is what we see in kids a new kind of cool, or simply a moment free from the need to look cool at all?
FAQ
Who appears in the Paloma Wool Fall/Winter 2025 campaign?
The Paloma Wool Fall/Winter 2025 campaign features a child instead of a model. It captures the intertwined reality of childcare and work through scenes of a child running across kitchen floors and tabletops. The brand conveys the message that fashion is life, presenting the child as part of Paloma Lana's world.
Did Capital and Systemic also use children in their campaigns?
Yes, both Capital's Fall/Winter 2026 campaign and Systemic's campaign featured children. Capital captured the back of a child in an oversized jacket and beanie in front of a forest quilt, while Systemic collaborated with Globe Studio to frame a child dressed whimsically in their own way.
Why are fashion brands using children in campaigns lately?
Brands feature children to escape the obsession with looking cool. Paloma Wool chose children to show reality unfiltered, Capital to make clothes more playful, and Systemic to connect experimental style with everyday life. In an era where everyone knows how to look effortlessly cool, children exist outside those rules.
