Norse Projects AW11 Lookbook

Norse Projects return with a rather different lookbook for Autumn/Winter 2011 compared to their previous SS11 one, and it’s without a doubt one of the most visually striking lookbooks I’ve ever seen.

I think Norse would have been hard pushed to make a more contrasting lookbook to their Spring/Summer 2011 lookbook, daringly venturing outdoors at a time when it’s not the most popular of moves. However, I doubt you will have seen an outdoor lookbook quite like this one. Rather than focusing on the journey of the model, Norse seem to have focused on the art direction of the photograph, creating a lookbook that wouldn’t look out of place in a National Geographic magazine. The bold use of colour, texture and light in each photograph make for what looks more like a collection of works for an exhibition rather than a lookbook.

In regards to the clothing and outfits, Norse haven’t ventured too far from their staple pieces this season, creating what looks like a more relaxed collection than the previous Spring/Summer. A few key pieces spice it up, such as the fire red corduroys and the all white Elka jacket. A lot of knitwear appears this season, and having felt most of it by hand I can assure you it’s of very high quality, but if you’ve ever bought a Norse product in the past you will have already assumed that.

Personally, I can’t stop staring at this lookbook – it’s captivating to say the least. I’m going to leave you to enjoy it yourself …

Expect more detailed news on the full collection very soon.

Alex Synamatix

One of three co-founders at THE DAILY STREET, Alex is our Editor-in-Chief, overseeing all TDS activity. Outside of TDS, Alex is a respected creative in his own right, from art directing club nights (comm•une) to consulting for some of the largest global brands.

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    I always knew it was about looking like I just built a log cabin….not.
    Woodland wear is just for the hipsters, I cant buy into this swag.

  • JoshH

    Theres a hater for everything isnt there!

    top stuff! personally love the direction Norse have taken!

  • Chris

    So strong. Simplicity considered to perfection, especially pocket placement. So good how they’ve embraced their own culture and chosen stunning backdrops to highlight their clothing. The white on white shot is genius. Everything about this smacks of quality. If it’s a choice between being “street” or “hipster”; give the the latter… all day every day!!

  • Thom

    The colour blocked Elka raincoats look very nice indeed!

  • Adamthwaite3

    The White on White is unreal. As is the second to last photo. Anyone harshing on the new collection is defo cooler than the rest of us copying ‘hipsters’. Chill out.

  • bundem

    if penfield and norse had a fight, norse wud win

  • MADA

    whats the deal with every lookbook nowadays having fisherman jackets and “models” with facial hair

  • M1234

    Clean, quality designs as usual!

  • C-Stylez


    I’m with Mada on this one.

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