Steen & Strøm’s Spring/Summer 2023 wants to showcase originality and style and searched countrywide to find Norway’s most stylish people, because who is really the Dapper Dan or the Iris Apfel of Norway? The task wasn’t easy, and therefore they decided to partner with photographer Morten Borgestad to instead create three unique characters. The result is the campaign titled The Originals launching next week, featuring three characters:
. The first character is Singh, a flamboyant 1950s inspired man and his dog; the setting is eccentric, extravagant, but just the way it was supposed to be. ‘We wanted Singh to wear something usually associated with younger style icons such as Harry Styles and Timothee Chalamet, and therefore chose to dress him in a deep v-neck cardigan from Celine.’ He looks comfortable, chic, but most importantly like somebody you believe exists.
. For the second character, the team wanted to showcase a woman often overlooked by the fashion world. Somebody in their late 40s / early 50s who is still extremely stylish. Anne Stine was a natural choice. ‘We wanted her to be carefree and glamourous, but still rooted in a Scandinavian setting’. Her pictures are therefore taken in a Scandinavian mid-century setting wearing head-to-toe Valentino.
. For the last character, Steen & Strøm wanted to create a strong, independent girl in her mid-twenties. She has just started her carrier but wants her own take on 80s power dressing. ‘We wanted her to be a bit quirky, but also serious. Hence, she’s wearing a suit with a twist with her pet bird on her head’.
All photos for the campaign are taken settings that can resemble their homes. The goal for the campaign is to spark conversation and encourage Norwegians to explore their own original style. The Originals will roll-out late April / early May across digital, print, video. The goal is for the campaign to spark conversation and create a moment people will talk about.