There is something about winter that pulls us inward, asking us to slow down, to stay under the covers a little longer, to let softness take the lead. This Belongs To seems to understand that instinct completely. Its new Winter 2025 offering feels less like a collection and more like an invitation to linger in that quiet space between warmth and stillness.

Shot by photographer Rosie Bell, the campaign unfolds across the stark beauty of Dungeness. The landscape looks cold enough to sting, the kind of British chill that paints pink onto your cheeks, yet the clothes feel like a private counterweight to all that frost. In the early–morning light, the film captures that familiar moment when your bed becomes its own small universe and stepping out of it feels like a decision. The atmosphere sits somewhere between waking up and drifting off, soft focus and full breath.

The pieces match that mood with intentional ease. Made from eco bamboo jersey that drapes like a second skin, the collection arrives in layered blues and greys that echo the coastline. Micro shorts, cut-out tanks, fluid separates and silhouettes designed to move with you all reflect the brand’s signature blend of comfort and subtle sensuality. Everything looks unhurried, lived-in, made for slipping into rather than performing in. And as always, This Belongs To builds its beauty on conscious choices, tying softness to sustainability.

To launch the capsule, the brand hosted a small gathering in London with canapés by Chef Harriet Kelsey and fragrances from Malin+Goetz. Guests previewed the campaign film, sinking deeper into the world of warmth the collection imagines. By the end, the message was clear: winter doesn’t have to be endured. It can be cocooned in.

The full collection is now available on the brand’s website.