APRÈS SKI A/W21
Inspired by the nostalgic exuberance of the 1970s, Saint and Sofia’s latest campaign, ‘Après Ski’ encourages a vibrant atmosphere of energy and ardor. Capturing an imaginary snapshot in time, the campaign is set within a ski chalet in the 1970s; a tongue-in-cheek era known for its bold fashion and flare. It’s the perfect setting for a late winter campaign that celebrates alpine chic and our last campaign of the A/W21 Season. As we look to the future, we’re nostalgic for the past - if nothing but for a brief escape from the present.
This ‘home away from home’ setting mirrors this month’s versatile sports luxe range; featuring a wide range of pieces that can be dressed up or down. As always, comfort is at the forefront of our pieces - with this collection adding bold pops of colour and retro-inspired patterns to a wardrobe that will see you through the rest of this season and beyond.
We’re moving on from the monochromatic tones of the past year into a future that’s full of colour and variety. We want to express ourselves in bolder ways, but whilst maintaining a sense of comfort and warmth in these colder months. In our February Edit for 2022, you’ll find some familiar shapes and textures in new colours and patterns.
February brings a rejuvenating collection with pops of bold colour play and Deco Geometric Prints. Bold Lime, Fuchsia, Teal and Cobalts sit beside the cooler tone of pale Blue and Cream. A great transitional capsule collection with comfortable textures and ribs that elevate relaxed lounge and athleisure outfits. All colour looks are perfect in loungewear. Wear the super soft Marshall Hoody in Cream with our best selling Ribbed Apartment Pant. Finish with the Dalston Trainer and Odette overcoat in Camel for a modern weekend outfit that nails all colour outfits.
THE APRÈS SKI PLAYLIST
Listen to the sounds of the seventies with our nostalgic ‘Apres’ playlist. Indulge in an eclectic mix of 1970s classics from timeless music heavyweights. From Dolly to David, let this playlist remind you why this decade was so sonically transformative.
LISTEN ON SPOTIFY
BEHIND THE SCENES
Our creative team themed the February Campaign around the colours and styles we're introducing this month. The retro prints, shapes and colours reminded us of the 1970s and with it being Ski Season, we settled on an 'Alpine at home' which we thought would compliment the warm knits and athleisure feel.
We shot this campaign over two days within a creative commune in Finsbury, North London. ‘Apres Ski’ was originally intended to be shot on location in Chamonix, France. Due to (last-minute) Covid travel restrictions the campaign creative had to pivot to become a studio based shoot - since we weren't able to travel to France. Thanks France. Our production team had to source (at very short notice) 1970s inspired props and constructed sets to create a retro-alpine inspired backdrop to shoot in.
Concept and Art Direction was by Malcolm Bell. Photography was by Michael Higham. Still Life and BTS photography by Dominika Durianova, Production Management and Set Styling by Amber Allinson-Epps, with assistance by Alice Kitching. Styling by Ellie Dotchin and Danielle Fuller. Hair and Makeup by Jo Lorrimer, our models were Annabella King, Rebecca Pearson and Anastazja Rendak.
