Celebrating the holiday season through an unconventional lense, Oslo-based cult label Holzweiler releases ‘See the Light’, a global campaign starring revolutionary hip-hop star A$AP Nast and actress Lera Abova. Urban yet interstellar, organic yet industrial, See the Light finds two characters intimately immersed in a flickering, twinkling room. They dance to drumbeats with dreamlike tranquillity and emotive vibrancy, their mirrored and light bulb-flickering backdrop expanding into a landscape of infinite and endless possibility.
Susanne Holzweiler comments: “Nast and Lera are such electrifying muses – charismatic, real, and each with a completely unorthodox take on personal style. We were so excited to shine a light – many lights actually! – on their spirits through their campaign. They’re both these fearless, next-generation mavericks in their fields; beautiful examples of ‘possibility.’”
Taking centre stage are Holzweiler design staples including padded gilets and soft beanies, down jackets and wool scarves, chunky knitwear, and slouchy tailoring: silhouettes showcased in See the Light encourage an ease-fuelled joy in movement. Their comfort and bodily protection encourage the mind to indulge in escapism, transcending into worlds of mesmeric light and lush nature.
For See the Light, Holzweiler has enlisted a stellar creative line-up, including art director Flavio Tarquini, photographer Dexter Navy, stylist Mobolaji, set designer Tom Schneider and music producer Kelvin Krash. The label has also worked with movement director Yagamoto, who the label collaborated with for their last SS23 show at Copenhagen Fashion Week.
Flavio Tarquini, art director, comments: “The intention was to capture a series of imagined moments which could exist at the heart of the Holzweiler universe – a dreamscape where art, nature and human connection come together. A world of lights, where our characters meet in friendship and love; a kind of rebirth, which we all feel over the Holidays. Dexter’s photographic style is so rich and deep; perfect for this type of storytelling. When concepting the campaign, it felt crucial to fuse extraneous elements into more obviously festive vibes – like the Cherry tree, literally synonymous with another side of the world. There’s a feeling that this scene is suspended in space and time… lights move from night-to-day and back again. It’s about endless opportunity; limitless potential.”
Check out some stills from the campaign below.
