The Swedish label debut SS14.

Accessories labels can be complicated things, after all, how do you keep simple leather bags interesting? Good looking and practical they remain for the most part, but interesting? That’s a whole other ask.

Sandqvist, the Swedish label founded ten years ago in Stockholm, appear to have found a way.

By working with photographer Knotan and the stylist Anna Sundelin, their SS14 collection is the star of ‘The Motel’, in what must be one of the most engaging takes on a look book we’ve seen this season. For those unsure, the usual look book that digitally fills an inbox/sits patiently in printed paper form in a box file presents the plainest possible version of a collection, unlike the above.

Instead, here Hotel Vätternleden – situated near lake Vättern (the sixth largest lake in Europe, so Google tells us) – provides the perfect backdrop to excite hardcore normcore fans, as Sandqvist bags neatly slot into place, ‘Vera’, ‘Ebba’ and ‘Gabriella’ amongst them.

Handbags at dawn indeed.


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