The SS23 Collection is titled ‘Primal Substance’. Creative Director Julius Juul was Inspired by the Bill Viola’s Art Piece: ‘Martyrs Composite’.

The artwork pictures the four prime elements: Water, Earth, Fire, Air and their effects on the human body. Recorded in super slow-motion, the elements interact with the individuals to create a breathtaking visual experience. Taking this concept into consideration, the collection features various inspiration from the primal elements and their effects on the body.

The pieces in the collection depict the change in the elements, similar to how water transforms into ice or how fire turns into ashes. To depict the different layers of the earth and how they intersect and build the world we live in, the collection features curved seam lines. Some garments include protective aspects, taking inspiration from protective clothing and how it can shield us from the elements. Others are designed with the consideration of how air would flow through a garment, through zips and seams creating slits and movement, as swept by the wind. Keeping the contrast of air and earth in mind, fabrics are made out of breathable and waterproof membrane, while aerodynamic garments portray the flow and movement of the body.