Throughout the collection, pop pastels take centre stage – at once feminine and luminous. It is the same energy embodied by JENNIE, who appeared as a creative muse for the collection as well as its campaign. Her bold, idiosyncratic style, which blends streetwear with couture, is the exact embodiment of the Baby Fox spirit. Drawing on their beloved logo, the Baby Fox becomes an icon for Spring, dressed in the sweetly vibrant colours of the season. Tone on tone, its appearance highlights the brand’s meticulous attention to detail, and the irreverence which always sits at its heart.