In connection with its 120th anniversary, Stenströms took a big step to renew the brand expression and the way they present their collections. The focus shifted from garments to feel, with a clean and stripped-down visual language. Something that was also incorporated into this year's campaign.

The backdrop for the photoshoot was the dramatic landscape at Kullaberg, a nature reserve close to the brand's origins. On the day of the shoot, the team was surprised by 20 cm of fresh snow – the charm and the challenge of shooting on location. A quick change of angles was needed, but the reward was a fantastic light, which added even more magic to the setting.