No one says it out loud, but let’s reveal it! Autumn is here, and we all secretly feel relieved—finally, it’s time for peace, coziness, and turning our attention inward.
Let’s snuggle up and just enjoy being with ourselves.
Dive into the story of our Fall collection and the creative process behind it. Each season, our secret mission is to inspire you with every collection we create. Let's find out where our inspiration comes from.
Here in the north, people usually aren't very excited about autumn's arrival. To change that, we wanted to find something for you to look forward to. Northern summers are only three months long, and we always try to pack in as much as possible. With summers being so active, autumn brings a sense of relief and tranquility. It's the perfect time to enjoy moments of solitude.
In the campaign, we created scenes where our muse enjoys some me-time at “home.” To add a touch of fun and rebellion, we exaggerated various leisurely activities. For instance, we turned the chair and sofa around, just to highlight that she makes her own rules.
Another scene depicts her as she plays with a lot of mattresses, symbolizing her desire for comfort and relaxation.
Indulging in the simple pleasure of painting her nails, she embraces self-care with satisfaction. And infusing our Fall collection with a warm and cozy feeling, she wraps herself in a super-oversized scarf.
Her outfit centers around a 5m cashmere scarf in a midnight plum color, handmade by local designer Simona Veilande. Paired with a neutral panna cotta outfit, it enhances the scarf's beauty. And to top it off, she makes a fashion statement with the iconic Maison Margiela Tabi boots.
And with her messy hair, she captures the essence of a laid-back day on the couch.
As for the manicure, we chose a solid Midnight Plum color, adding a modern touch—a 3D design on one nail using the Kinetics silver chrome powder.
Because the concept was from a northern perspective, we wanted to portray a true Nordic look, so we chose a very Nordic-looking model. To make her even more Nordic, we dyed her eyebrows blonde on the morning of the campaign.
Our muse is very experienced, and you might have even seen her on Chanel catwalks or elsewhere. She is a real star, and working with her was super easy and productive.
The campaign location was Zuzeum, a very cool contemporary museum in Latvia. Besides the main exhibition hall, they have a super cool cafeteria with a big space and incredible contemporary interior design. If you visit Latvia, make sure to stop by this museum.
The team was the best. We all experienced magic on the set, and our makeup artist even cried from happiness when she saw the result. It was beautiful to work together because we understood each other very well, and this was the first photo shoot in our history where we finished everything earlier than planned—only ten minutes early, but it still counts!
To dive into the research behind the collection, be sure to check out our trending color report and discover the season's hottest nail art inspirations! View all the color and nail art trends here and get ready for the fall season now!
