Play Up SS25 “Clay Therapy”
Rooted in Nature. Shaped by Hand.
Play Up’s Spring/Summer 2025 collection, “Clay Therapy”, is inspired by working with clay. It’s slow, thoughtful, connected to the earth and there’s something so grounding about it. This collection is special because it captures the tactile joy of creating with our hands, while continuing the brand’s deep respect for nature and craftsmanship.
This season’s guest artist is Madalena Telo, a ceramicist from southern Portugal who digs her own clay from the Monchique mountains. Her work is organic, sculptural, and full of feeling: just like the collection. Inspired by her process, Play Up imagined a collection that feels equally natural and expressive, using soft, breathable fabrics in earthy tones and playful textures.
A Collaboration with Purpose
In one of the most beautiful examples of circular design, Madalena created exclusive ceramic pieces for this collection using leftover materials from Play Up’s production process: a ceramic diffuser and a ceramic palette. It’s an honest, meaningful partnership—and one more way Play Up is showing their commitment to sustainability without losing their playful touch.
Why I Love Play Up
Every time I explore Play Up’s new collections, I fall a little more in love. Their clothing is gentle on kids’ skin, designed with care, and full of thoughtful details. And even more than that, the brand continues to find new ways to connect art, earth, and childhood in a way that feels both fresh and timeless.
