I participated in this cross aesthetic project: Flaskepost til Fremtiden in the fall of 2016.
My contribition to this project was:
The students where hard working and I was extremely proud of them.
I teamed up with the Icelandic children's brand Mói, for their Spring/Summer & Autumn/Winter collection 2015.
Mói wanted a new approach from an artist. The result of the partnership is, that I created a new stable print for Mói´s upcoming collections.
For this project I wanted to communicate Mói-Kidz' branded content visually - that is a brand's values and ideas in tangible form.
Mói states this about their values and ideas:
"Mói is a cool and urban children's clothing brand originating from Scandinavia. Mói's primary focus is creating stylish and funky clothes for children with a dash of attitude to inspire sustainable living, being free and full of desire to make the earth a better place".
Mói is an Icelandic brand. The name Mói means wet green mossy places, where certain birds in Iceland live and lay their eggs. The brand uses organic cotton fabric, and the brand wants to urge children to be free and living with a dash of attitude.
My aproach was to make organic hand drawings, in contrast to the computer-drawed prints they already had for this project. To visualize the values and ideas: "organic, free and nature" in their branded content. The bird I chose for this print, is an Icelandic bird named "Kría" who arrives every spring in Iceland, just to lay it's eggs in our "mossy wet lavalandscape". This bird flies all the way from Africa just to do so - and boy does this little bird have "attitude". If people come to close to their terretory, they will surly get attacked by all the birds.
Below are some of the drawings I made, and lower down is another catalouges with results from Mói SS/AW 2015 collections.
"Mói just launched their fifth collection for Spring – Summer 2015. Mói is a cool and urban children’s clothing brand originating from Scandinavia. Mói’s primary focus is creating stylish and funky clothes for children with a dash of attitude to inspire sustainable living, being free and of full of desire to make the earth a better place.
The new collection features the mói “classics” blended with new colors and new prints. Certain prints have been done in collaboration with Anja Stella Ólafsdóttir, an Icelandic artist. The new approach gives a new edge to the urban stature of the brand".