“We wanted to have the customer be able to clearly identify with our brand attributes of Swedish simplicity and functionality, combined with a New York street attitude,” said Asa Larsson, brand co-founder, alongside partner David Giordano.
The looks feature Norwegian model Ragnhild Jevne and were shot by photographer Jens Karlsson.
“[Jevne] not only well-represented our core belief of comfort, but also our mission of forward-thinking and futuristic designs,” said Larsson.
In the background, the brand used letters from its logo to craft three-dimensional shapes as sculptures and centerpieces. The concept was designed as an abstract.
“You might not even know the letters are there, but we’re having fun with it,” said Brand Director Rasmus Wangelin. “Our ads don’t look like campaign images, but little pieces of art.”
Plus, the brand asked its model to get creative with her stances. “We went less for the perfect pose, but more wild,” added Wangelin.
The imagery was inspired by minimalist art and artists like Donald Judd, Robert Morris and Tony Smith.