No added sugar‘s new campaign was shot  by  Sandra Freij, a photographer chosen for the underlying darkness present in her pictures.  ‘’The Autumn Winter story is a, tongue in cheek, chilling tale entitled Spirited.  Shot in an atmospheric Georgian house in Old Spitalfields, it captures a haunting yet very playful mood within each crafted shot.

The strong images reflect the wit and personality of no added sugar, as well as a bold collection.” Tailored outerwear in pure wools, clever knits in merino and cashmere, soft premium jerseys used with imagination across all styles and the attention-seeking hair bands and tights are the cherry on the cake.’’

I love that spooky hand, the blue stripes, yellow tights – and the frozen expression of the little model! children’s fashion 

No Added Sugar