Boyhood Kidswear

This film introduces a new kidswear brand video for Boyhood, a label built on a simple philosophy: children should be bold, bright, and carefree. That spirit runs through the brand’s autumn collection — comfortable yet stylish pieces, brought to life through a rich palette of burnt yellows, reds, and greens.

When Boyhood’s founder and designer, Yana Ageeva, approached Beast to create the film, we asked the obvious question: what kind of video content do you need? Given Yana’s background as a TV producer, we expected a detailed brief. Instead, her response was refreshingly direct. The brand, she explained, was already clearly defined through its visual world and community — what she wanted was simply “the Beast style.”

That trust shaped the entire approach. Inspired by the collection itself, we took the film into a natural environment that echoed its textures and tones, while staying true to Boyhood’s core belief that children should be free to explore, play, and express themselves without constraint. As Yana and co-creator Irina put it: sometimes adults need to step aside and remember what it felt like to be a child.

In contrast to the glossy, overly staged kidswear films common to the genre, we let the children lead. The result is a blend of relaxed lookbook imagery and genuine, unscripted moments — kids being kids, moving freely through the space, discovering the world on their own terms.

This marks Boyhood’s first step into video content, and the result feels true to both the collection and the brand’s ethos. We’re excited to see where the journey goes next.