ICELAND, stories of inspiration
Matthildur explains why she chose photographer ARI MAGG to shoot the SS24 Mood Campaign:
“I have followed the professional career of Ari Magg, since he first appeared as a promising young photographer, in my home town in Iceland”.
Born in Reykjavik in 1977, Ari Magg's talent came afloat and was cultivated within his family where he learned the ropes by assisting his father, the well-known photographer Magnus Hjorleifsson. He took off as a professional photographer in his late teens and has since specialized in Advertising Photography. His versatility in leading artistic collaborations include internationally known Icelandic brands such as 66°NORTH as well editorials for Vanity Fair, Art Review, Wallpaper and more.
For the SS24 Mood Campaign, I wanted to bring closer my vision of the collection with the land that times over has inspired my designs of womenswear. I felt Ari Magg would best represent the connection that I have with the beauty of the Icelandic landscape; I recognized his unique talent to portray the nature of our homeland where the dramatic tension between natural agents governing the landscape and the culture of the inhabitants of this unique island, always featured the gaze of benevolent co-existence. The glamour often associated with a fashion photoshoot has never been an aesthetic appeal governing the translation of women`s wear in context. This campaign is set out in the open, where light, wind and the colors of nature are elements that enrich a vision of female empowerment and timelessness, of freedom and individuality.
P.S.: The SS24 Campaign for MATTHILDUR was shot in the Reykjanes Peninsula, close to the Blue Lagoon. The choice of location was tricky as there was (still is!) very active and steady volcanic activity at the Reykjanes Peninsula. Luckily still on August 23 we were able to drive around the area; it was only 3 months later that the Grindavik Town needed to be evacuated totally and now it is not possible to travel freely around the places where we were at late last summer. Nature has its own Agenda!
