BABY-G, the iconic 90s brand that turned 21 in July, celebrates the festive season by teaming up with two of the hottest UK female talents in the fashion world. Two of BABY-G’s original Pretty Tough Girls Phoebe Lettice and Kylie Griffiths create a series of imagery celebrating the bright watches with a fun, seasonal and cheeky twist.
The brand that embodies all things Girl-Gang and Girl Power collaborates with Creative Director and Photographer Phoebe Lettice who explores what a BABY-G Christmas is. The images showcase and champion the heritage of the iconic 90s watch with Phoebe’s signature, playful approach. Since bursting onto the screen as the scene-stealing queen from Made in Chelsea, Phoebe Lettice has fast become a firm fixture on the fashion circuit. In one of the most exciting collaborations this year, she partners with Vice Fashion Editor and stylist-to-the-stars Kylie Griffiths for the all-female powerhouse team behind the shoot. The visually impactful imagery brings the BABYG ethos to the forefront once again to celebrate young, creative, successful and trailblazing females. The AW15 offering from BABY-G is the perfect Christmas gift this year for females all ages – those that were there the first time around, and the younger, more recent recruits joining the BABY-G Pretty Tough Girl Gang this 2015.
As one of the most iconic style statements of the 90s, the Jelly pack is available now in an updated design and brand new colourways retailing at £65-£70. The Sneaker pack also features in the imagery; their chunky, bold, casual style with a 3-dimensional face, it’s the BABY-G that adds colour pop to everyone’s Christmas wardrobe retailing at £100. And finally the classic Retro Square with a brand new 2015 make-over. The face has been updated this series in fresh new colours with contrasting bumper bars retailing at £70.
Of the collaboration, Phoebe Lettice says: “Collaborating with BABY-G on a festive themed shoot was the perfect way for me to bring to life a Pretty Tough Girl Christmas. I did this by conjuring up lots of nostalgic memories of when I first got my BABY-G at age 10 and mixing it with my vision for the brand now”