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Published
May 17, 2022
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Filippa K unveils first campaign under new creative chief

Published
May 17, 2022

Swedish label Filippa K has unveiled its first campaign under its recently appointed Creative Director, Liisa Kessler, who previously designed for Saint Laurent, Chloé and Y/Project.
 

 



The debut campaign also introduces a classic swimwear capsule “as an homage to the Swedish tradition of ice bathing”. It was shot in the bare, frozen tundra of northern Sweden, and “aligns the human form with the beauty of its surrounding landscape to celebrate our authentic connection to nature, and to each other”.

The campaign coincides with the launch of Filippa K’s updated logotype, “solidifying the shift in its creative direction”. The custom design is an original concept that has been hand drawn for the label “with a bold yet classic style that connects the brand’s past to its future”.

Kessler, as the successor to brand founder Filippa Knutsson, said she’s taken inspiration from the emotions and energy of the label’s early days. And she added that the capsule nods to the minimalistic swimsuits of the 90s. 

But the materials choices are very 2020s with sustainability to the fore. Each fabric was sourced from existing upcycled and recycled textiles in order to avoid the need for any new production. 

The women’s pieces — two bikini sets and an asymmetrical one-piece — are made using upcycled black velvet from a previous Filippa K collection and blue Econyl recycled polyamide from post-consumer waste. 

The men’s board shorts and swim shorts are made from black recycled polyamide and blue recycled polyester. 

The campaign was shot by Timothy Schaumburg and filmed by Gustav Stegfors, “who spent the day with the team capturing the innate sensuality of Scandinavian culture through moments of joy and freedom”. The film and images introduce "the new faces of the brand in an authentic context that revives the original mood of Filippa K".

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