The Swedish label taps the Lejonhjärta family for SS16

Family as a point of interest in popular culture goes way back, further even then the three brother make-up of Hanson and B*Witched’s two Lynch sisters (siblings of Boyzone’s Shane) in the 1990’s.

In 2015 the level of such curiosity has increased tenfold with the collective Kardashian obsession, ‘arrival’ of the Hadid’s and The Wolfpack’s Angulo boys; we’re pretty much on track for peak family affairs.

But not quite yet, as the latest campaign from Swedish label, Eytys suggests.

Founded in 2013, this season the Stockholm based label taps Insta famed twins Elizabeth and Victoria Lejonhjärta and their younger brother Malcomx in a monochrome campaign that references the cool ease of 90’s fashion advertising.

Shot by Lars Brønseth and styled by Martina Almquist (with make-up artist Maja Söderlund), the campaign launches a new high top style from the label, the ‘Kibo’ boot; marrying a classic sneaker model with the aesthetic of a hard army boot, the Kibo, which drops on 15th December, is available in all black or all white. Which seems apt.


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