Just last week, A Kind of Guise revealed its third drop from its Fall/Winter 2023 ‘Huldufólk’ collection, which centered on classic yet cozy essentials. To date, the German brand has released a range of streamlined, yet versatile and weather-appropriate pieces for the seasons through several drops – offering a taste of deep-hued tailoring, elevated knitwear, everyday tops, relaxed pants and more. To accompany the many garments that it has rolled out thus far, the brand has now revealed its new FW23 ‘Huldufólk’ campaign.
With the latest visual, the brand goes on a journey of exploration in Iceland – spanning glaciers, Northern Lights, volcanoes, rugged terrain, wildlife and more. Specifically, the campaign digs into Icelandic folklore through its showcasing of nature, culture and history with the array of images. “‘Huldufólk’ translates to ‘hidden people,’ describing supernatural beings that dwell within the depths of untouched nature, appearing and behaving similar to humans, yet they exist in a parallel world,” reads a release from the brand.
In this light, the latest campaign seeks to both capture this mysticism alongside offering another look at its vision of wardrobe for the FW23 season. Across Iceland, the brand dove behind beautiful waterfalls, dipped into hot springs, voyaged around volcanic craters, ran with horses, walked across black sand beaches, looked up big boats and more. Regardless of the place, the adventure and ensuing campaign was meant to capture pieces of Icelandic magic.
Take a look at the FW23 campaign in the gallery above.
In other news, take a look at Milan Fashion Week SS24 street style.