The Black Sands

Black sand covers much of Iceland’s coastline; a country known for its turbulent volcanic activity. The sand, formed by the cooling of boiling hot lava once it meets the cold water, creates a stark backdrop for much of the campaign. Reynisfjara Black Sand Beach, one of the locations featured within the campaign boasts stark basalt stacks, charcoal black sands and dramatic rock formations rising up from the ocean.

With such a setting, it only felt natural to feature some of our best-selling all black winter outfits. Our Winter ready Spitfire Shearling, paired with our bestselling and sustainably sourced Tencel Greenwich Dress features; shot against stark Icelandic rock. Our organic cotton Pocket Roll Neck Dress also features; shot on dramatic black sand dunes, mirroring the flowing landscape behind.

The wilderness

Iceland's awe-inspiring landscapes are vast and seemingly untouched by those who live there. The terrain is diverse and unpredictable; one moment you find yourself faced with dramatic cliff edges and immense rock formations, the next, at the foot of snow capped mountain ranges that stretch as far as the eye can see. Settlements are few and far between, whereby travel for some distance is required before happening upon a single sign of habitation, something which lent itself perfectly to hours of uninterrupted filming. Chunky knits and warming woollen pieces are featured here, offering protection from the barren wilderness that Iceland presents.

Vík í Mýrdal - the southern most settlement in Iceland and one of the locations featured within the campaign - sits unassumingly at sea level, beneath desolate, windswept grasslands and is overlooked by a single church perched upon the hill side. Here we were able to capture some of our softer pieces set against a cold, pale blue skyline.

Land of Ice

Aptly named, Iceland is known by many for its glacial formations, frozen lagoons and ice littered shoreline. Strikingly, vast glaciers cascade between mountains, spilling out onto dark-sand beaches, where huge diamond-like chunks of blue ice are washed ashore to create scenery like no other.

Here, the collection - a classic monochromatic colour palette with accents of arctic blue and juxtaposing flashes of red - is mirrored by the landscape within which it’s shot. Black leather items such as our Astor Pant, chunky Chelsea Boots and Shearling Jackets are shot here amongst the glistening ice.

The Rock

Characteristic of Iceland is its omnipresent dark volcanic rock that lends itself perfectly as a backdrop to our classic, contemporary collection. From beaches - laden with black sand that comes from basalt rocks - to enormous rock formations and mountains alike, the stage was set to capture some of our best selling products, such as those reimagined for AW/21. The Glen Cable Knit now in Red, thoughtfully paired with our new, silky Annie Bias Skirt in Black and Chain Loafer in a luxurious black leather can be seen captured here.

Behind the scenes

Our Creative Team filmed this campaign in November across 4 days in southern Iceland. Concept by Megan Aylott and Michael Higham. Film Direction by Malcolm Bell. Photography by Michael Higham and Dominika Durian. Videography by Rodrigo Belasquem. Production and Location Management by Amber Allinson-Epps. Styling by Ellie Dotchin and Danielle Fuller. Our models were Maisie Daniels, Cat Roberts, and Miki Davies. Hair and Makeup was by Margherita Lascala.