Swedish footwear brand Eytys has joined forces with dauntless stylist Ib Kamara and young photographic genius Kristin-Lee Moolman for its most recent look-book, offering a display of fashionable and sunny doings. Set in a sweltering, tourist-swamped destination, the enticing images get to grips with the pressing topics of misplacement and self-expression and provide a refreshing take on power dressing.
Putting us in the right energy and frame of mind, the signature aesthetics of the artists once again allow forms of equality, love and freedom of expression to lift off. Depicting London club kids decked out in envious style at the infamous Mallorcan beach resort Magaluf, the campaign hopes to challenge normative constructs—where the message that we should all be able to freely enact a form of self-expression, irreverent to the space it takes place in, truly hits home.
As a growing brand that started out with just a single pair of unisex platform sneakers, Eytys’ collab with Kamara and Moolman comes as no surprise. The work of the duo ties in well with the creative vision of Eytys as a label that, as creative director Max Schiller suggests, encompasses “a world without borders where stereotypes are gone and identity is free.”
Besides a beautifully shot, humorous and sincere look-book, an exhibition has opened up to the public in which the work created by Kamara and Moolman is displayed, allowing you to go off on a holiday high through the gripping images. The exhibition, held at CFHILL in Stockholm, will run until May 20th.