Introducing the SS25 collection – New Futures. A fresh lineup of durable legwear for transitional season dressing. This collection represents the new era, where we face unpredictability of the old and new with an eternal dawn, a fresh perspective and a hopeful tone.
The SS25 campaign is set in Tokyo, shot and styled by Swedish creative duo Rami Hanna and Hanna MW. Its imagery unfolds as a clash between the contemporary and retro nostalgia, playing with layering, the old and the new. It’s about harnessing the transformative energy that occurs when opposites collide, where your choice of accessory can be a mirror to your mood.
"Styling wise we were inspired by the colorways and textures of the 60's and 70's which marries together with this collection so well. Bringing this into a classic Japanese house added an interesting element that feels both timeless and inspiring."
– Creative duo HA/NA with Rami Hanna and Hanna MW
The pieces – designed in Stockholm and produced in zero waste factories in Italy – are inspired by handcraft. The collection explores different knitting techniques, crochets and laces that feature a dynamic range and provide the canvas for self-expression along with statement net patterns.
The colour palette is soft and muted – featuring brown, grey and pink and sheerness – as well as vibrant and bold – featuring accent colors such as Sky Blue and Apple Green.
