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.