TATUUM has been creating fashion that unites generations for years. Once again, the brand reaches for a motif that is exceptionally close to the hearts of Poles. Teddy Bear Uszatek – a character from a fairy tale that has brought up several generations – returns in a new guise to remind us of values that never lose their relevance: warmth, simplicity and authenticity.
The brand’s Lodz roots and the iconic character are intertwined in this collection in a unique way. The TATUUM x MIŚ USZATEK capsule is a winter story about memories, peace and joy, which are worth cherishing regardless of age. It is a return to the winters of childhood, to the warmth of family moments and carefreeness.
The most eagerly awaited TATUUM collection of the year has already aroused great interest among customers from the moment it was announced.
Nostalgia, emotion and intergenerationality
The collection focuses on nostalgia and intergenerationality. Uszatek Bear – regardless of the age of the recipient – remains a universal character, associated with joy, peace and goodness. For the younger ones, he is a symbol of childhood imagination, for the older ones – a sentimental journey to a time when everything seemed simpler.
The TATUUM designers were inspired by the emotional simplicity of childhood memories. Uszatek Bear as a symbol of warmth and cheerfulness became the axis of the entire collection.
Style, colours and textures
In the designs of both the women’s and men’s collections we find classics with retro touches: soft yarns, warm knits and wools. Pastel shades of orange and brown dominate the women’s line, while navy blue and amber oranges dominate the men’s line.
Minimalist forms are interspersed with more expressive designs – with prints and embroideries inspired by the world of the fairy teddy bear.
Refined details – coconut enamelled buttons, wrapping yarns and the author’s cut-out-inspired Teddy Bear silhouette patterns – give the designs a unique character.
Durability and values
Each piece in the collection has been designed with comfort, quality and respect for craftsmanship in mind. The garments are made from natural, sustainable materials and are covered by the 10-year Guarantee Programme and the Lifetime Repair Service at the TATUUM TUUGETHER Club. This is an expression of the brand’s philosophy of long-lasting and responsible fashion.
Casting and excitement of the campaign
Exceptional personalities were invited to the campaign, who perfectly reflect the idea of intergenerational dialogue: Bogna Sworowska, Maja Zimnoch and Mariusz Jakubowski.
Bogna Sworowska – an icon of Polish modelling in the 1980s and 1990s, known for her work for fashion houses such as Giorgio Armani, Karl Lagerfeld and Gianfranco Ferré – returns in the TATUUM campaign in a role full of class and warmth.
“There were only a few fairy tales, and he was so darling, so wise, so warm[…]. My second encounter with Uszatek was when I created my first campaign in Lodz, where I was able to touch him. I was so happy and then I could also see the joy of the clients.” – Bogna Sworowska
Maja Zimnoch – a representative of the new generation of Polish modelling, who has appeared at Chanel, Dior or Valentino shows – brings freshness and subtlety to the project.
“Everyone has that childlike spark that needs to be nurtured in themselves”. – Maja Zimnoch
Mariusz Jakubowski – model, scientist and athlete, known for his participation in the Top Model programme – embodies authenticity and sensitivity in the campaign.
Photographer and set designer
Stanislaw Boniecki, one of the most interesting contemporary Polish fashion photographers, is responsible for the photographs. Some of the frames were taken with an analogue camera to enhance the atmosphere of nostalgia.
The setting for the session was a highlander’s cottage in the village of Dzianisz, near Zakopane – a place that combines tradition with modernity. Props recalling the warmth of years gone by appear in the frames: an old map, an analogue camera, a metal thermos and a paper Christmas tree chain, created together by the characters in the campaign. Each of these elements symbolises family rituals and the ties that bind generations together.
For those who want to hold onto the magic of winter
The TATUUM x USZATEK bear collection was created for those who value authenticity, warmth and timelessness. It is a proposal for families, friends and all those who believe that fashion can reflect emotions and build shared memories.
Premiere and accompanying events
As part of the premiere of the collection, the brand has planned a unique initiative that will bring Uszatek Bear to selected Polish cities.
on 18 November in Manufaktura in Łódź, on the occasion of the opening of the new TATUUM store, Teddy Bear will return to his roots to meet the city’s inhabitants. In the following weeks, he will visit the Westfield Mokotów and Arkadia shopping centres in Warsaw, and then – as part of a competition – he will visit a city selected by Internet users.
When and where
The premiere of the TATUUM x MIŚ USZATEK collection will take place on 14 November 2025 in the brand’s stationary stores and on the website www.tatuum.com.
ABOUT TATUUM:
TATUUM is a Polish clothing brand present in 30 European markets. Currently, the TATUUM network includes more than 130 outlets in 5 countries, including more than 100 shops in Poland.
For more than 25 years, TATUUM has been creating capsule fashion for women inspired by their life values. The brand focuses on timelessness, longevity and top quality. We believe that respect and care for the world around us give life a deeper meaning and should also be present in fashion.
Each year, TATUUM creates around 30 unique capsules – collections that tell stories full of colour, pattern and emotion. Each capsule consists of carefully selected models, which are the basis for a variety of styles. The designs are thoughtfully planned so that the capsules can be mixed and matched – regardless of the season and current trends.
Photos: Stanislaw Boniecki
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