Minimarket’s Mysterious Vikingi

By Jenna Hawkins / January 20th, 2012 in Fashion / Sweden / 186 views

Directed by otherworldly film and art directing duo 1:2:3, the campaign for Swedish label Minimarket‘s A/W’11 collection, Vikingi is a fashion film which takes over the mind, body and soul. Set to a soundtrack from Goran Kajfes and David Österberg, the directorial duo take the viewer on not only an adventure into one of fashions most interesting and up-and-coming labels, but also a complete film experience.

Combining gothic and nordic elements, the dark tones against the clear, icy water set the mood for the captivating piece of footage which is constantly switching between realms of supernatural proportions. In keeping with the esoteric undertone, the look-book character is a mysterious figure whose place in the film seems secretive and a figure which only the ‘eye of the beholder’ can form their opinion on.

The collection on the other hand is much easier to comprehend, with a clear direction and aesthetic. With a colour palette of earth tones infused with fuchsia and plum, the best of Scandinavian design comes to play with clean lines dominating, while quirks and embellishments add subtle hints of detail. Draping, tailoring and bursts of pattern also add to the Vikingi look, one of which Minimarket has succeeded in executing this Autumn/Winter season.