A bastion of casual French style, Petit Bateau's practical, chic, and playful collections have appealed to children and adults worldwide since 1893. Best known for their simple cotton t-shirts, the label are now launching their new store in London as well as a new polo collection. Priding themselves on gentle and easy fabrics from wool and cotton blends, the newest campaign of Petit Bateau t-shirts and polo range was shot by Dazed & Confused collaborator Serge Leblon, whilst their finest quality cotton in plain or milleraies stripe reached an iconic status as Karl Lagerfeld sent models down the catwalk dressed in beautifully tailored Chanel suits and Petit Bateau t-shirts.

After launching their concept shop on London’s Kings Road last autumn, the new branch is to open in Marylebone High Street. To make things even sweeter, 10% of all polo shirts and dresses sold this May across all key London stores will be donated to children's charity Mothers4Children.

Petit Bateau, 70 Marylebone High Street, London, W1U 5JL