SHOW

UNIQUE DIGITAL EVENT
FEBRUARY 10—12, 2021

illustration by Julie Hermant
illustration by bikini sous la pluie
illustration by glitter power club

The Playtime Show is a rich 3-day program of masterclass, podcast, trends, videos, talk shows and a lots of surprises.
A funny, attractive and rewarding way to discover the new collections !

MANIFESTO

Seeding!

Through the haze of dawn so slow to clear, we see the urgent need to plant the seeds of a new dynamic toward other horizons.
We have ploughed the earth, reconnected to the rhythm of the seasons, done well and sometimes even better with less, but most importantly, we have persevered in a new way.
It is time to plant, so we place the seeds before us in the filter of our experiences and we make our choices.
Toward wisdom, toward authenticity…the hand that sows is guided by instinct and good sense.
Rethinking the growth cycles, the ascending curves that dip and transform into circles require us to adapt and play by the new rules of the game.
The seeds are in the ground and day after day, with patience and determination, we carry the water to sprinkle on the growing plants of our hopes.

PROGRAM

To be scheduled!


WEDNESDAY
10
9.30 AM3.30 AM
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9.30 AM3.30 AM GOOD MORNING
Say Hello video #1

Our brands have a message for you ! Say hello to the Playtime community to start the day off right.

12.30 PM6.30 AM
dashboard
12.30 PM6.30 AM LOOKBOOK OF THE DAY
Lookbook by Kinda

Which photographer caught Kinda's eye today?

3.30 PM9.30 AM
voice_chat
3.30 PM9.30 AM FASHION SNOOPS MASTERCLASS
Kids cultural sentiments FW21/22

exclusivity: come and chat live with the Fashion Snoops team about their cultural report.

5 PM11 AM
self_improvement
5 PM11 AM INSPIRATION, RESPIRATION
Glitter Power

Naima from Glitter Power inspires us in music with her joyful designs!

5.30 PM11.30 AM
movie
5.30 PM11.30 AM TALKSHOW
Anna & Marie Little Magazine

Anna and Marie from Little magazine present... fashion and influence, a talk show not to be missed

6.30 PM12.30 PM
emoji_events
6.30 PM12.30 PM MILK AWARDS AW21
Milk award : Crush

The 1st winner of the AW21 Milk awards is unveiled, suspense ...

7 PM1 PM
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7 PM1 PM SUM UP
Sum Up by Lemon

First day… Lemon mag gives us its first impressions of this first digital show for Playtime


THURSDAY
11
9.30 AM3.30 AM
queue_music
9.30 AM3.30 AM GOOD MORNING
Playlist of the day

Launch our Playtime show playlist to get you in the mood

10.30 AM4.30 AM
mic
10.30 AM4.30 AM PODCAST BUYERS TIPS 2
Bella Diosa — UK

Sébastien from Playtime meets Clare, founder of the Bella Diosa boutique for a very informative discussion

12.30 PM6.30 AM
dashboard
12.30 PM6.30 AM LOOKBOOK OF THE DAY
Lookbook by Kinda

Kinda unveils her 2nd favorite beautiful images for a brand no less talented, this is today's lookbook

3.30 PM9.30 AM
voice_chat
3.30 PM9.30 AM EARNSHAWS MASTERCLASS
Back to business

exclusivity: come and chat live with the Earnshaws team who talk to us about the necessary, desired, expected and necessarily different return to business

5 PM11 AM
self_improvement
5 PM11 AM INSPIRATION, RESPIRATION
Julie Hermant

Julie, a sensitive artist, talks to us about sowing, a theme that inspired her to create fiery and warm designs!

5.30 PM11.30 AM
movie
5.30 PM11.30 AM FACE TO FACE
Pirouette

Kate from Pirouette chats with brand and buyer for a friendly and complicit face to face

6.30 PM12.30 PM
emoji_events
6.30 PM12.30 PM MILK AWARDS AW21
Milk award : Green

The second winner of the AW21 Milk Awards will finally be known …

7 PM1 PM
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7 PM1 PM SUM UP
Sum Up by Lemon

How did Lemon mag experience this second day, rich in meetings and discoveries?


FRIDAY
12
9.30 AM3.30 AM
insert_emoticon
9.30 AM3.30 AM GOOD MORNING
Say Hello video #2

Our brands say hello to you in music to start in a good mood!

10.30 AM4.30 AM
mic
10.30 AM4.30 AM PODCAST BUYERS TIPS 3
The little Nordic — China

The little Nordic gives you buyer's tips for the Chinese market in the podcast of the day

12.30 PM6.30 AM
dashboard
12.30 PM6.30 AM LOOKBOOK OF THE DAY
Lookbook by Kinda

3rd lookbook selected by Kinda, when the meeting of a photographer and a brand works wonders

3.30 PM9.30 AM
voice_chat
3.30 PM9.30 AM FASHION SNOOPS MASTERCLASS
Kids FW21/22 seasonal narratives

exclusivity: live, the trends of the season and those of next season ... what does it look like in children's fashion? The Fashion Snoops team tells you everything, be there!

5 PM11 AM
self_improvement
5 PM11 AM INSPIRATION, RESPIRATION
Bikini sous la pluie

Caroline, textile designer of Bikini in the Rain, full of pep’s and colors likes to tell stories… to discover!

5.30 PM11.30 AM
movie
5.30 PM11.30 AM TALKSHOW
Denise Ho

Denise Ho, Chinese designer, presents ... sustainability today, in an instructive talkshow

6.30 PM12.30 PM
emoji_events
6.30 PM12.30 PM MILK AWARDS AW21
2 Milk awards : Fashion & Lifestyle

But who are the 3rd and 4th winners of the Milk awards aw21 ???

7 PM1 PM
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7 PM1 PM SUM UP
Sum Up by Lemon

The show ends, back on 3 days of celebration with Lemon mag!

EDITO

Sum up by Lemon Mag


WEDNESDAY
10

day one!

We’ve been waiting for this first day of PLAYTIME with excitement and we have not been left disappointed.
The day started with a great narrative by KINDA magazine on their preferred brand of the day which is THE NEW SOCIETY KIDS. We adore them too. They have been one of our collaborators, here at LEMON, since day one and their collections are so simple, understated and yet so mega cool. Us “Lemonista’s” like to match our clothes with our kids so this brand is perfect! They cater for babies, teens and adults!

The GLITTER POWER CLUB is a creative and design agency of over 15 years that has created illustrations and designs for many brands and businesses such as Aigle and Kipling. They gave a great insight into their world and how the design aspect of fashion works.

LITTLE MAGAZINE were next, giving a really useful talk on how to grow a brand on Instagram. Their 3 suggested top tips were: look after your image, interact and be curious with not only brands but people and other platforms. They also gave a great insight into the influencer world and why gifting is such a great and important part of the game. Everyone needs to look after each other and appreciate everyone’s role in the very virtual world that social media is and also perhaps, the world we are living in at the moment.

MILK magazine finished off the first day by announcing their brand of the day is JELLYMADE: a sustainable Spanish kidswear brand focusing on timeless pieces which are neutral and elegant yet comfortable and practical. What’s not to love? Their first collection will be AW21 and we can’t wait to see it.

Join us tomorrow, same time, same place, for another LEMON SUM UP! Peace out gang!


THURSDAY
11

Lovely day!

“Lovely day... lovely day...” that’s how our morning started off with the PLAYLIST OF THE DAY and one of our favourites Bill Withers. Nothing better than a good boogie to some old time classics! Thanks PLAYTIME!

We thoroughly enjoyed Sebastien from PLAYTIME and Clare from BELLA DIOSA’s chat about the childrenswear market and what comes with it. Clare is a well travelled woman with a very creative streak which we found enchanting. There’s no mass buying of fast fashion at BELLA DIOSA and Clare’s motto is to buy better, buy less and keep your child unique to their individuality.

KINDA magazine chose LIILU as their favourite lookbook of the day. A minimalist, organic, oversized kind of brand which emphasises romanticism and long summer days hanging out with friends in hammocks. Basically the dream brand we all want to be!

Next we skipped into EARNSHAW’S MASTERCLASS on how to get back to business especially after the year we’ve had. You’ve guessed it, it’s one to listen to through and through as they had great tips on how to continue ploughing through with positivity and perseverance.

Here at LEMON we all loved JULIE HERMANT “respiration” slot. Her work as a textile designer is one that we are in awe of. Using patterns, colours and prints to make clothes come to life is one of life’s great wonders.

We adore ALEKSANDRA from RASPBERRY PLUM, another one of our favourite brands! Both full of hope, colour and the right sassy attitude. They had a great chat with Shana from SHAN AND TOAD, a brand buyer who obviously knows what she’s talking about, baby!

Last but not least, MILK presented us with their brand of the day, for their GREEN AWARD, which goes to BEBE ORGANIC. We’ve just written about this gorgeous brand on the NEWS section of the LEMON WEBSITE so I hope you’ll jump over there to give it a read!

Same place, same time tomorrow? Yes please! We’ve loved living day two with you and can’t wait to celebrate day 3 and the final day tomorrow! Shall we pop some champagne together too?


FRIDAY
12

Last day!

What a lovely morning to say hello to JAMMIE DOODLES, PAULIN SIGNATURE VEGETALE, ELEPHANTS AND AMPERSANDS, MER ST BARTH, CHOUETTE PARIS, LEMON HAIR LOVERS, NANAMI, TWIN AND CHIC, POPELIN, PICCOLI PRINCIPI, LITTLE MASHERS, DANDYDILL WAY, INFANTIUM VICTORIA, BÉBÉNCA ORGANICS, HEART OF GOLD, BIBS KIDS, SIGIKID and LE PETIT CHIFFON ORGANIC COTTON!!

Next, we caught up with Sebastian from PLAYTIME again and Yixuan Jiang from European but Chinese focused brand THE LITTLE NORDIC. We adore their simple but beautiful collection aimed at making the discreet, sweet!

TAMBERE, was KINDA MAGAZINE’S lookbook of the day and with London being a mere 1 degree outside, looking at their amazing coats and knots made us want to snuggle up in everything TAMBERE. We adore the oversized and baggy look and the small bursts of patterns and colours used in their designs.

A quick homeschool lesson with the kids before we excitedly joined KIDSWEAR DIRECTOR Nicole Yee as she took us through the key AW21/22 seasonal narratives for the kidswear market. She excellently took us through influences and moods as well as colours and patterns explaining how these themes then translate into the actual product. Thank you Nicole. We loved it here at LEMON.

The LEMON moms quickly prepped dinner for the little ones and then joined Caroline, textile designer of BIKINI SOUS LA PLUIE, for a chat on all things colour, patterns and transferring these factors on clothes.

The LEMON kids ate while we watched DENISE HO and escaped into a world of knitwear, styling, fashion and designing. The kids had a blast throwing peas at the wall while we enjoyed the talk!

And last but not least we impatiently waited to see who would win MILK MAGAZINE’S Fashion brand which was CARLIJN Q and lifestyle brand SUUKY! Wow congratulations brands! We adore you both and cannot wait to work with you on LEMON very soon!!

DONATION

Save children today to build a brighter world for tomorrow

La chaîne de l’espoir is an international NGO founded in 1994. Its mission is to strengthen healthcare systems to give everyone, especially children, the same chances of survival and development.

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FRIENDS

Thanks to our partners!

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