Although it’s been years since we mentioned the Swedish brand Filippa K here, mostly because it completely lost our attention for a while, in the last two years the brand has rerouted itself back into our field of interest. Next to the fact that it has set some remarkable leading ambitions towards being progressively more eco-friendly, which is rather unheard-of considering its global position, the brand furthermore seems to also have found a way more interesting creative field to work from. For the Autumn/Winter 2016 collection presentation, Filippa K’s Creative Director Nina Bogstedt chose to work with two great artists who are close to her heart, and close collaborators of the brand. Julia Hetta and Åsa Stenerhag share the softness, calm and clean lines that are at the core of Filippa K’s aesthetics – they also happen to be childhood friends. Together Hetta, Stenerhag and Bogstedt have turned the presentation space into a world of its own – with works that reflect and interpret the collection, but also give it an unexpected twist which they named ‘Seeking Patterns’.
Julia Hetta, is one of Europe’s foremost fashion photographers. She is known for her idiosyncratic fashion imagery, which often takes its inspiration from Classical painting. For her shoot, Hetta used Floragatan 13, the former Czech embassy in Stockholm, as an inspiration. Like Filippa K’s collections, the 1970’s building is designed around values such as simplicity, longevity and attention to detail.
In Hetta’s pictures, the soft minimalism of the Autumn/Winter 2016 collection meet the sharp angles of the Brutalist building. Through play with the collection pieces, and the framing of the image, the location is turned into a surrealist space where the unexpected is to be expected.
The artist Åsa Stenerhag, has previously been part of Filippa K’s design team. In her personal practice, she is interested in tactile surfaces as well as graphic expressions. Stenerhag’s works for ‘Seeking Patterns’ are free, artistic interpretations of the collection, picking up on the soft colour palette, handmade feel and subtle play with proportion of the pieces.
Together these works – the collection, the photography, the paintings and the architecture – form ‘Seeking Patterns’. A creative collaboration where shapes, colours, materials and ideas occur and recur – inviting the beholder to seek for (intentional and unintentional) patterns.
For more work by Julia Hetta see here
For the Filippa K Autumn/Winter 2016 collection see here