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Campaign shoot of Spring Summer 2021 – SAILOR TAILOR

MUNTHE is so pleased to announce our new Spring Summer 2021 campaign, shot in Copenhagen back in June 2020.

“There will definitely be something, but nothing resembling fashion week as we knew it” everybody told each other. Until COVID19 sent the most of the world into free fall, fashion brands would strive to throw ten-minute runway shows to advertise clothes that would be available six months after, capturing an elusive sense of relevance.

At Copenhagen Fashion Week, which ran back in August 2020, MUNTHE took the opportunity to do our own thing and focus on the things we are good at, a new kind of lockdown creativity. Usually a fashion show can fit around 300 people. Now there was a new opportunity – due to the circumstances of this Fashion Week – to do something extraordinary and try something new. MUNTHE therefore decided quite quickly that we wanted to make a film, which should be supported by a picture universe.

No matter what, a fashion show is fantastic. You have 10 minutes to show all that has been worked on for almost half a year, and it’s the wildest outlet of energy. But when you make a film, it’s an opportunity to make something wild and different, where anything can happen.

The SS21 Collection is entitled SAILOR TAILOR and it is inspired by the maritime sailing life. Therefore the references draw directly on shipping, sailing, cruising and all the images and symbols, that are automatically associated with that world. At the same time, we also wanted the styles to be presented properly and it should be clear to see the beautiful styles (when the audience couldn’t see and touch them in real life).

Three gorgeous models; Tonia Atieno, Ulrikke Bo and Fie Martens catwalked on a treadmill – and at the same time, a high-sea film was played behind them. All this to create the perfect feeling of being a sailor. The campaign was shot by the internationally acclaimed photographer Christian Friis.

All in all, the result is quite amazing and different – and a great alternative to a fashion show (except that we missed our lovely guests and being able to give them a hug). The film and the campaign images were well received – also at Vogue Runway.