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THE BRIEF

With the continuous intention to bring humans and nature together Fjällräven partnered with Louise Whitehouse to photograph their Fall Winter 2021 collection

PROJECT IN NUMBERS

COUNTRIES VISITED

3

TEAM NUMBERS

20

MONTHS

1

BACKGROUND

Fjällräven is one of those brands who have a deep reverence of the human + nature connection. To maintain their ethos they send their collaborating photographers way out into the wilderness to immerse themselves and return with material soaked in sensations, textures and encouragement.  In 2020 they teamed up with Louise Whitehouse for her ability to effortlessly capture light and dark in the fleeting moments around her. Through her they felt they could invite their viewers and more than ever express their relevant message that nature is always inviting us to replenish ourselves in its surroundings.  

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CREATIVE PROCESS

Louise has worked closely with the Creative Director for all the shoots, to make sure the end result is aligned with the brand’s values and aesthetic. According to the Fjällräven team, these are some of the best images the brand has ever had. 

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THE SOLUTION

Our photographer Louise has worked together with the team at Fjällräven to create several stills campaigns for both the Fall/Winter and Spring/Summer collections. She created a look that captures a sense of grand adventure, connecting to nature and being on the go. 

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LOUISE WHITEHOUSE 
PHOTOGRAPHER

"There were little moments - like when we drove to locations past green fields and mountains and spotted little sheep lying under the trees hiding from the sun. It was so dreamy and Garden of Eden-like that I can still hardly believe it was real ... all of the good little moments with the team during breaks, just hanging out, goofing around and being completely amazed together by the beauty of New Zealand"

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CREDIT LIST

Photographer: Louise Whitehouse

Creative Director: Casey Lorenzen 

Client: Fjällräven North America

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