Today, Norse Projects announced their Spring/Summer 2013 collection and launched this lookbook to showcase it.
Once again Norse have teamed up with stylist Stephen Mann and photographer Sacha Maric and created a very minimal indoor lookbook that has an eery quality to it. The styling is tonal and has a shabby chic to it in many places, with shirts collars deliberately out of line and hair just about under-styled.
The collection features next to no branding, something that Norse seem to be forever stepping away from, and favours block colouring in more traditional navies, creams and and khakis. A few patterns feature here and there to jazz things up, but there’s definitely a traditional vibe to this collection. Even the very popular bucket hats are starting to look more like soft trilbies. Keeping each product fresh and simple means there’s plenty of room for people to style the product in their own way and this lookbook holds some great examples, namely the all white approach to the Elka jacket and the Monocle style sailor look with the white shorts and striped t-shirt.
The collection has launched online at Norse Projects with a Spring drop today and should be drip feeding it’s way into UK stores very soon.