Ready to Play

Nuna, the premiere Dutch brand known for high-end strollers and car
seats, set its sights on entering a new category: premium baby apparel.
Their new cashmere line carried the same commitment to conscious
creation and design-forward excellence—but apparel required a different
kind of storytelling. Nuna needed a way to introduce the line with
premium clarity and distinction while staying honest to who children
really are: playful, unpredictable, and wonderfully real. The challenge was
to balance an elevated aesthetic with an authentic depiction of childhood
that still felt unmistakably Nuna.

INDUSTRY partnered with Nuna to craft an art direction and production
approach that elevated the apparel while celebrating real childhood. We
developed a minimalist set strategy across three distinct looks, creating a
cohesive visual system that aligned with the brand’s aesthetic and
highlighted the texture, comfort, and craftsmanship of the clothing. By
letting kids freely explore, play, and cross between sets, we captured
authentic moments that demonstrated how the garments move, feel, and
function for real families. The result was a suite of photography and film
that introduced Nuna’s apparel line with a premium yet relatable point of
view—grounded in design, elevated by storytelling, and unmistakably
Nuna.