This Belongs To Looks to Vintage Menswear for Its Latest Collection
Using neckties and suiting for a new take on its ruffle sets.
Underwear label This Belongs To is finding inspiration in an unexpected place for its latest campaign: the family home. Shot inside founder Alia Mehta’s grandparents’ house, the imagery leans into the charm of another era, with a powder-pink bathroom rug, avocado-green bathtub and plenty of nostalgic interiors setting the scene. Photographed and styled by Mehta and Rosie Bell, the campaign stars model Poppy Goldsmith lounging in the space.
For its latest collection, the brand turns its attention to traditional menswear, taking cues from neckties and suiting to create a fresh take on its signature ruffle sets. Each style is named after a classic tie knot: Shelby, Windsor and Trinity, with individual woven designs giving the pieces their own distinct character.
The contrast between the collection’s tailored inspiration and the homely setting makes for a unique visual story, bringing together references from different generations. Rather than leaning into a polished aesthetic, This Belongs To celebrates the personality of vintage spaces and the unexpected details that make a home feel like home, including all its imperfections.
With its latest drop, the brand continues to explore the relationship between personal history, everyday dressing and nostalgia, proving that sometimes the best creative inspiration is just sitting in your grandparents’ bathroom.
Check out the imagery above and head to the brand’s website to shop the collection.
In other news, Alex Consani put on her party dress for Mango’s latest campaign.
