Kindred of Ireland AW25

Kindred of Ireland is a modern heritage fashion house rooted in linen, place and people. Drawing on Ireland’s textile traditions, the brand reimagines natural cloth through expressive silhouettes, playful details and contemporary design. Its collections pair a strong sense of story with the tactile character of Irish linen, creating clothing that feels romantic, distinctive and closely connected to the landscape and craft from which it comes.

The challenge was to find a location that could hold the quiet magic of the collection without feeling overly staged. Open fields, grazing sheep and woodland needed to evoke an Irish fairytale while still giving the clothes presence within the frame. The setting also had to accommodate an unexpected range of interior props, allowing curtains, a wardrobe and carpets to sit within the landscape while retaining their sense of surreal interruption.

We sourced a rural setting where open pasture and woodland could become the campaign’s imagined kingdom. Within it, we built a series of scenes using curtains, a wardrobe and carpets, placing familiar domestic objects into the landscape to create a subtle fairytale-inspired sense of crossing between worlds. Through campaign film, photography and short social edits, we balanced the collection’s softness and strength with imagery that felt theatrical, quiet and distinctly Irish.