AW25 - Urban Dusk Campaign

Dusk in the city; a Scandinavian sensibility.

Our AW25 campaign shoot captures the essence of in-between moments—the quiet pause before the night begins, the effortless transition from structure to fluidity.

Set against a backdrop of sharp Scandinavian lines and ambient city glow, the shoot embodies the mood of the collection: bold, refined, and instinctively effortless. Deep blacks, crisp whites, and moody in-betweens shape reflect the raw energy of streets filling with the hum of social scenes.

Every frame tells a story of contrast—of strength and ease, movement and stillness. Candid artistry meets lo-fi charm, much like the spaces we find ourselves in at dusk: a fleeting moment of calm before the night unfolds.

Shot with an emphasis on depth and dynamism, the AW25 campaign brings our latest collection to life through motion, light, and attitude. A blurred silhouette in the distance, the warmth of wool against bare skin, a gaze that lingers before disappearing into the night—it’s all part of the narrative we set out to capture.

Explore the full campaign below and step into the in-between with us.

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