Veronika Guls: We wanted to build something consistent, not one-off, rooted in trust and shared curiosity.

Anne Marie
7 hours ago
3 min read

How did the idea of forming this creative team in Reykjavik first come together?

Despite coming from different disciplines and backgrounds, we shared a similar visual language and a desire to create fashion work that felt deliberate and uncompromising. Over time, casual conversations turned into a clear intention: to build something consistent, not one-off, rooted in trust and shared curiosity!

What drew each of you—photographer, stylist, MUA, hair stylist, and models—to collaborate on this project?

Each person was drawn by the opportunity to explore creativity and fashion as a form of expression. The project offered space for craft, precision, and restraint — where styling, makeup, hair, and performance were treated as equal narrative forces rather than supporting roles.

Why was it important for you to bring a fashion-focused initiative to Iceland?

Iceland has a strong visual identity, but fashion here is often overshadowed by landscape-driven imagery. We wanted to contribute something different — fashion that is conceptual, constructed, and globally relevant, while still being shaped by the context of Reykjavik and its creative rhythm.

How would you describe the creative energy and dynamic within such a small but passionate team?

The dynamic is focused and respectful. Because the team is small, communication is direct and ideas are challenged thoughtfully. There’s a shared understanding that every detail matters, which creates an atmosphere of trust, experimentation, and precision.

What challenges did you face starting a fashion project in a location not traditionally associated with the industry?

Access is the main challenge — from resources and references to industry infrastructure. However, this limitation also becomes a strength. Working outside traditional fashion capitals allows us to develop a language that isn’t dictated by trends or expectations.

Why did you choose to begin your work in a studio setting?

The studio provides control and clarity. Starting there allowed us to define the visual language — silhouette, posture, color, and texture — without distraction. It was important to establish a strong foundation before introducing external elements like landscape or weather, but of course we plan to do that when the season comes!

How has working in Reykjavik influenced your aesthetic and creative direction so far?

Reykjavik encourages restraint. The environment fosters thoughtfulness, minimalism, and attention to detail. That sensibility naturally feeds into our work — compositions are cleaner, gestures more deliberate, and visual noise is reduced.

What excites you most about transitioning from studio shoots to Iceland’s natural landscapes?

The tension between constructed fashion and raw environments is exciting. Iceland’s landscapes are powerful and unpredictable, which opens new possibilities for contrast, scale, and narrative. It allows fashion to exist in dialogue with nature rather than being dominated by it.

How do you envision Iceland’s environments shaping future fashion narratives and visuals?

We see the landscape as an active collaborator. Rather than serving as a backdrop, it will influence posture, movement, and styling choices — shaping stories that feel grounded, elemental, and emotionally charged.

What types of brands or designers do you hope to collaborate with, and why?

We are interested in designers and brands that value concept, craftsmanship, and longevity — those who see fashion as a cultural statement rather than fast consumption. Collaborations that allow space for narrative and experimentation are key.

How do you see this project contributing to Iceland’s creative and fashion scene?

The project aims to expand the conversation around what fashion in Iceland can look like. By creating work that is internationally relevant while locally produced, we hope to inspire more cross-disciplinary collaborations and visibility for Iceland-based creatives.

Looking ahead, what is your long-term vision for this team and its role in the global fashion industry?

Long-term, we see this team as a flexible creative unit capable of producing editorials, campaigns, and art-driven fashion projects across borders. The goal is not scale for its own sake, but consistency — building a recognizable visual language that can travel globally while remaining rooted in its origins.