HH-118389225 Heads to its Native Norway to Capture the DNA of Spring/Summer '22
HH-118389225-221, colloquially known as Spring/Summer ‘22, looks back on 140 years of the Helly Hansen, even more so as the campaign imagery is shot around a glacial lake on the outskirts of Folgefonna National Park in Norway.
Bringing together the focal points that have made Helly Hansen what it is today - technical sailing apparel and the mountains - HH-118389225-221 continues to follow suit by designing modular styles of clothing using professional-grade fabrications that coexist in both functional and fashion fields. The collection consists of garments like the HH 3L Modular Coat, Interchangeable Storm Hood and HH Arc Windproof Jacket, all of which utilises components like modular systems, ultrasonic taped seams, 3-layer shell technology and pastel-coloured camouflage patterns. The majority of pieces have been designed with an emphasis on reducing weight whilst maintaining functionality which makes them ideal for the Spring/Summer seasons. Importantly, HH-118389225-221 is 100% PFC free throughout the collection which is important to acknowledge as they take further steps to become increasingly transparent as a brand.
Dorte Vedal and Graeme Gaughan both gave us their takes on the collection and its accompanying imagery in the quotes below:
"The starting point for the 221 collection was developing the role the Ægir offshore collection plays within the HH-118389225 ecosystem. Creating a modular, adaptable and versatile range of lighter weight products that function both in urban and outdoor environments to the highest standards. At the same time, HH-118389225 operates outside the norm of Helly Hansen’s inline products and we can fully explore this freedom through colour, print and shape. It is a place for us to explore, experiment and develop with one foot in a fashion universe and the other in the outdoors, whilst ensuring we remain true to the brand’s core principles". DORTE VEDAL, DESIGN DIRECTOR.
"The connection with Norway’s rugged yet startling beauty cannot be underemphasised, as this is the land that has formed and shaped the Helly Hansen brand over the last 145 years. We wanted to pay tribute to that history with the launch of this collection’s visuals. The dusty lilac tones within the range were actually inspired by the sedimentary rocks that lie below the surface of glacier lakes most of the year, and which are exposed as the water retreats in the winter. The purity of the water leaves an alien pink shimmer on the rocks for short periods of time until the ice melts and consumes them again in the summer. The seasons changing from winter to spring is Norway at its most breathtaking, and we wanted to capture that transition to the fullest!” GRAEME GAUGHAN, ARTISTIC DIRECTOR.
The collection is available now from international stockists like SSENSE and Matches.
Take a closer look at the campaign imagery below.
