The Irish label Orla Kiely’s has unveiled it’s spring-summer campaign, and it has the trappings of a very fun looking childhood.

Yelena Yemchuk shot the model in various prints and patterns San Gabriel’s Monster Park full of life-size sea life structures. Seems to us, this model is shot to look quite youthful. The surrounds of this campaign are all very schoolgirl (in the sense that she’s wearing schoolgirl doll things and hanging out in a place associated with afterschool treats for sex offenders, or kids before they start school.) That’s if you want to read into it, but it’s also got that lovely Wes Anderson retro appeal to it, and we’d love a babydoll dress in every color from this brand.

We just wanted to know where a youthful model in a playground scenario sits with you, rioters. See the pictures below and let you conscience be your guide.