Kids Fashion


“Imagine being king or queen of the world for a day, having all the power in your hands… what would you do?” 

Both a provocative question and a challenge posed to children, this is the impetus behind Il Gufo’s AW20 campaign. Because the brand believes in the creative power of children, in their ability to illuminate the future with new and unexpected ideas. Without forgetting the fundamental pillars of their growth: school, nature, home, each one explored through colours, fabrics and precious techniques.

From Scottish inspirations and collegiate references dominating the back to school garments, to decorative floral motifs reflecting the neoclassical taste of domestic settings, to the shades of moss and olive green mixed with caramel and beige, reminiscent of the beautiful Scottish Highlands.

Among the highlights of the season: for girls, a green and blue check wool coat and large cape with fringes, a superfine Merino wool jumper with inlaid crown, handmade embroideries, pom-poms and gem appliqués. Or, again for her, a soft teddy coat in bran shades or in jacquard fabric with a floral motif inspired by Aubusson tapestries. For him, a superfine Merino wool jumper with jacquard teddy bear and hand embroideries and a duffle coat in tartan wool and cotton with frogs.

Shot by Italian photographer Matteo Montanari, the #ilgufo AW20 campaign focuses on children, highlighting their spontaneity and innate creativity.

Shop the collection here.