As a result of the confinement and the restrictions of the past weeks, we had to move towards different approaches for our campaigns and shoots. One of the results is an editorial shoot where the brands GramicciSnow PeakUniversal WorksArc’teryx and Norse Projects come beautiful together in a futuristic photo series.

For this editorial we worked closely together with Japanese based artist and photographer So Mitsuya. Mitsuya lives and works in Tokyo and has been active in a number of pursuits, unveiling his photographs through various media and exhibitions both within Japan and overseas. In his photographs he blends snapshots of what he encounters in his day-to-day life with images taken of models, people, objects or animals. In his contemporary approach of photo collage he explores the hazy line between the real and the fake.

In this editorial shoot our in-house photographer took studio photos of the models with the exact camera settings Mitsuya is using. By working with the correct light and poses, Mitsuya was able to use these photos and place the models digitally in surreal and wonderful surroundings. In this way we could beat the limits of the confinement due to the COVID-19 crisis and show these brands in the right setting.

A lot of items are unisex these days, that’s why we want to show that combining everyday womenswear with streetwear is very easy. You don’t need to be a man to wear our items. The brands used in this shoot display this concept very well. The brands include everything from Ralph Lauren to Carhartt WIP


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