This Belongs To Invites You Into Bed
Leaning into the intimacy of the colder months.
Winter weather begs for staying under the covers, and London-based lingerie brand This Belongs To is channeling exactly that feeling with its latest release. The label leans into the quiet intimacy of the colder months, inviting us to embrace softness, slowness and the luxury of not rushing anywhere at all.
Captured by photographer Rosie Bell, the campaign film and accompanying stills unfold across the bleak yet hauntingly beautiful landscape of Dungeness in England. The biting British cold is viscerally communicated through the images; you can almost feel the wind burn your cheeks, yet the Winter 2025 collection serves as a warm counterpoint, a visual refuge. Bathed in early-morning light, the campaign evokes that fleeting moment when leaving the cocoon of your sheets feels impossible, and you drift between sleep and consciousness. The result is a cinematic dreamscape that begs to be seen.
The collection itself leans into that mood. Made from buttery-soft eco bamboo jersey, each piece is designed for ease and fluid layering, arriving in interchangeable shades of blue and gray reminiscent of the British seaside. Micro shorts, cut-out tanks and relaxed silhouettes capture the brand’s signature balance of comfort and understated sensuality. The pieces not only look good and feel good, but they do good too, in line with the brand’s sustainable ethos.
To celebrate the capsule, This Belongs To hosted an intimate evening in London, complete with canapés crafted by Chef Harriet Kelsey and fragrances courtesy of Malin+Goetz. Guests were treated to an exclusive preview of the campaign film, further immersing them in the brand’s invitation to sink into softness. This Belongs To invites us to come to bed.
The collection is now available to buy via the brand’s website.
In other news, Chappell Roan is MAC’s newest ambassador.
