For Iman, the ritual of holiday dressing is a direct inheritance from her own upbringing, where velvet bows and patent shoes signaled the start of the festivities. She now replicates this experience for her daughters, Cali, Cassie, and Capri, treating their outfits as markers of specific life chapters. The collection features sophisticated silhouettes in black and white, including the Velvet Spotlight Dress, the Velvet Trim Bow Dress, and a scalloped wide-leg jumpsuit. These pieces are intentionally designed to coordinate rather than match, mirroring the personal styling approach Iman uses for family portraits and holiday gatherings.

Chief Marketing Officer Alison Stiefel notes that the collaboration stems from a genuine connection, as the model was already using the brand to outfit her children before the partnership began. The campaign aims to shift the focus from the clothing itself to the experiences associated with it, positioning high-end children's wear as a vessel for nostalgia. The featured items, ranging from $89 to $109, are currently available through the company’s website and select retail locations.