Various Campaigns

Jan 2025

The About You FW25 campaign leans into a rugged, outdoor aesthetic, documenting contemporary cold-weather apparel against the textured backdrop of coastal rock formations and dense pine forests. Captured by photographer Pelle Lannefors, the series maintains an editorial register, balancing commercial fashion photography with an intimate, lifestyle-focused approach. The imagery utilizes consistent natural light and warm tonal palettes to accentuate the rich fabric textures of the collection, from fluffy shearling and quilted puffer jackets to heavy knitwear. Featuring model Astrid Baauer alongside male talent, the campaign frames these pieces within a series of earthy, organic landscapes. The execution draws on editorial and lifestyle techniques, incorporating occasional analogue film qualities to ground the visuals in a tactile, authentic setting.

Editorial, Warm, Vertical

Natural light

High Street Fashion

Rocky Coast

Advertising Campaign