“Capturing the stomping ground of industry and nature, Soulland’s AW16 collection reflects upon the power balance in the coexistence of the two...” So begins the blurb accompanying the Danish label’s latest show invite, an A3 sized paper with images of red flowers and Wild West style cacti hidden in the shadows.
Founded in Copenhagen in 2002 (the HQ remains in the country’s capital), the brand arrives in London this weekend, making its third appearance on the London Collections: Men schedule the day after tomorrow.
A contemporary heavyweight in its native Scandinavia marrying streetwear swag, minimalist aesthetics and classic silhouettes, previous displays have seen it fully embrace the presentation medium, partnering with American artist Charlie Roberts and filling Bloomsbury with green screens.
We caught up with Creative Director Silas Adler to discusss the references behind ‘Junk Car River Bank’.
Why did you initially decide, three seasons ago, to bring the collection to the UK?
London just seems like the right fit for Soulland. The city has a great vibe during LC:M, and the UK market understand and appreciate what we do; feels that way at least.
And how does it differ from showing in Denmark?
We love Copenhagen and are proud of being from Copenhagen, but in terms of showing, London is better for us – Denmark has a small scene and we like to grow as a brand whilst also keeping our roots.
You’ve worked closely with the stylist David Hellqvist on both presentations so far. How did this collaboration come about?
I was introduced through a mutual friend. David is just the perfect mix of a journalist and stylist. I like is nerdy approach; he pushes me and I push him. And he will style this season as well.
Your presentations offer more than just clothes, previously with the use of QR codes and artist collaborations. Why do you think static presentations are becoming such a prominent fixture during fashion week?
The fact that you can tell a story and give the audience a chance to get a closer look! But there is something about the momentum in a catwalk show. Both things can be fantastic and horrible.
With the QR codes in mind, how relevant do you think technology is to fashion?
To be honest I don’t really know if it’s showing off or if the consumers actually appreciate it. I think it’s like everything else, if you do it well it can work.
So what’s inspired the new collection?
Junk cars dumped in the forest in Georgia, US.
And do you already have a highlight?
I like the teddy bear cardigan.
So what are you most excited about for AW16?
We have three great collaborations we are looking to roll out during the year; can’t wait to share with you all!