Global lifestyle brand Ted Baker announced a new partnership with PT Mitra Adi Perkasa (MAP) recently. It also coincided with the launching of their Spring Summer campaign for menswear and womenswear, as a shape of the celebration of life, light, and the beauty of British.

This campaign SS21 catches how's British summer's feel while enjoying cheerful moments in everyday life. Taken in Margate by well-known Felix Cooper, these attires want to show Ted Baker style and soul's evolution that brings back an eccentric of British life to create a real joyful time.

"We are very delighted to be able to work with Ted Baker, a high-end fashion brand that is well-approved internationally. We believe that this will add diversity to our portfolio, and also give a maximum potential to do MAP's 360° retailing strategy. we promise to support Ted Baker with the sincerity dedication who is always showing up in each of our brands," said Ratih Darmawan Gianda, Vice President MAP Group in Investor Relations, Corporate Communication & Sustainability.

playing with pastels

We can find a colour palette of ice cream pastels on womenswear coastal hues with accents of bold lime that creates directional looks. Updated floral and camo prints are synonymous with Ted’s playful spirit, made to be worn with the season’s staple cargo jogger in deep olive.

The season also celebrates dresses as we look to warmer weather. Expect denim with buckle belt detailing, along with pussy bow necks and feminine ruffles across mini, midi, and maxi lengths. Transitional dressing means layering is still present across the menswear collection as we move from Winter into Spring. Relaxed shirts are worn over staple t-shirts, where quilted jackets with printed lining offer unique Ted detailing to create a full look for cooler evenings. Print champions ‘70s geometrics and painted stripes to maintain an element of fun.

In a world where comfort dressing is key, unstructured tailoring becomes a focus. Think cropped, wider-fit trousers and unlined blazers worn over layered lightweight shirting options for easy yet smart daytime dressing.