VARG SS25 IMAGINE CAMPAIGN
In collaboration with FINGR STHLM, we are merging the SS25 collection with imagined landscapes that reflect the mood, energy, and story behind our clothes—blurring the lines between vision and reality. These environments embody a timeless yet forward-thinking vision, just like the clothes we create. As part of our commitment to sustainability, using AI-generated landscapes instead of flying a crew internationally reduces the carbon footprint of this campaign drastically — from heavy emissions to a near-zero impact.
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BLUE DREAM – ON THE WAY
A surreal, striking geometry rises from the ground — cool, calm, intentional. Concrete becomes a canvas. Shadows full of mystery, yet guided by purpose.
The Saltön Lightweight Coat is in motion — through moments, across spaces, and toward whatever comes next.
Minimal and light, built for movement — the Saltön Lightweight Coat is made to adapt, versatile in style, and ready to reflect whatever mood you’re in.
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AT THE EDGE OF WHAT’S NEXT
She stands where land meets sea — where worn stone rises like echoes of the past, and the wind has shaped the land over time.
The sky is pale, the ocean endless. She wears the Tjuvkil Spring Jacket — lightweight, minimal, built for unrestricted freedom in every condition
A jacket designed for movement — through changing terrain, shifting weather, and toward what’s yet to come.
She’s not rushing. But she’s ready and on her way.
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ECHOES FROM THE UNKNOWN
Standing strong in a vast and mysterious landscape. Light finds its way, revealing new, untamed places and paths not yet taken.
You’re prepared — ready for whatever comes next.
The Tjuvkil Spring Jacket moves with quiet precision — light, agile, and built for change.
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RAMSVIK DAYDREAM
Where the land breaks into Wind-worn rocks and the sea seems to forget where it ends.
A space between stillness and movement.
Surrounded by bold shapes and quiet calm, nature and human presence meet.
Ramsvik Active Dress – a symbol of quiet strength in a constantly changing landscape.
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A WARMTH IN THE COLD
In the quiet, rugged beauty of a volcanic landscape, a lone figure moves effortlessly over the open landscape. Wrapped in the Rindö Zip Wool Jersey, he feel light, warm, and ready.
The wool jersey is more than a layer—it’s a trusted companion in the wild.
Made by VARG, shaped by the North, it stands strong against wind, cold, and the unknown.
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SALT AIR. SHARP EDGES
A calm day by the coast. Clean lines, soft light, and a steady pace.
The Bohus Jacket and Vaxholm Shorts move easily through the moment — practical, relaxed, and grounded in Nordic design.
From cobblestone streets to the open sea, this is a look that’s effortless and self-assured — made to breathe, built to go anywhere.
Crew list:
Client: VARG
Production Company: FINGR STHLM
Creative Director, Photographer, AI supervisor: Casper Arvefors
Talents: Nikita Nystedt, Dante Prtic, Kelly Gelevska
MuA: Shada Gharib
Studio Lights: Axel Arvefors
Stylists: Vera Barne, Olivia Sørensen Öhlén, Madeleine Magnusson
Studio: Snickeriet Studio