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The New Huggies | Behind The Scenes


As we all know, here in the UK 2021 got off to a bit of a bumpy start. But this only made us more determined to put our heads together and create a new Daisy collection too. Novelty became the greatest luxury in the ground-hog days of January, so it felt like the right time to create something new and fresh, for when things started to re-open again. But where to begin?





The Inspiration


Our inspiration was two-fold. When in doubt, listen to those who love you: our Daisy customers. It was easy to see from your comments on social and the emails that we receive that you’re all as obsessed with huggies as we are. So you asked, and we listened. Secondly, we thought about what we’d been missing over the last year? Holidays? Yes. Festivals? Check. But most of all? A great big hug with those you love the most. That’s why the pieces in this collection are named after the inspiring women we’d love to hug.

So when things began to open up a little in April, we were straight in there with a new shoot. Yes, we were limited with where we could do it. No weekends in New York this time round, we shot right here in little old London at the One Four Eight House in South London. But it all felt right. To get back to our roots, back to simplicity. Back to creating everyday styles that matter. Some new looks for better days ahead.





The Design Process


We wanted to create pieces that were totally unique yet could be stacked to suit any style. After all, we all ‘do’ earrings differently. For some ladies out there, what would be your third or fourth hoop on an earring stack would be the main earring on someone else’s. There are no rules with this collection: wear it how you want to wear it. What we love most about these fun yet paired-back designs is that they can be worn with just about anything.




Bringing It To Life


So there we were, early one April morning in South London, buzzing to be back together after such a long time apart. Surrounded by such an incredible team of favourite women was a poignant reminder of why we do what we do and who we’re doing it for. The tea and snacks (and eventually wine) were flowing throughout the day and to be honest it felt more like a long-overdue get together than a jewellery shoot. Our models Edie and Rosie looked gorgeous thanks to Scarlett whilst Laura and Rebecca did a sterling job as ever in making the collection come to life. By 6pm we called it a wrap and it was off to the pub for a well-earned drink.







We hope you have as much fun wearing the new Huggies collection as we had making it!


Photographed by Laura Allard-Fleischl

Filmed by Rebecca Munroe

Hair & Make-Up by Scarlett Burton

Modelled by Edie-Rose & Rosie-Amanda

Location @onefoureightlondon


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