Various Campaigns
About You FW25
Jan 2025
For the About You FW25 campaign, photographer Pelle Lannefors crafts a series of images that ground contemporary cold-weather apparel in rugged, organic landscapes. Shot across rocky coastal terrain and dense pine forests, the imagery leans into an editorial sensibility that prioritizes texture and atmosphere. The series follows model Astrid Baauer and additional talent through a variety of outdoor environments, ranging from sweeping vistas of calm water to intimate woodland settings. Lannefors utilizes natural light throughout, capturing the tactile qualities of knitwear, quilted jackets, and tailored wool coats against a backdrop of stone and vegetation. Techniques such as analogue-style film processing and macro portraiture further define the collection, creating a cohesive visual narrative. Each frame balances commercial fashion display with a distinct, earthy aesthetic.
Editorial, Warm, Vertical
Natural light
High Street Fashion
Rocky Coast
Advertising Campaign
