Photographer: Jovan @ SEE mgmt Model: Linnea Rimberg @ Nisch Stockholm
Stylist: Martin Persson Featured Designer: Anders Haal SS16 Hair: Karolina Liedberg @ Linkdetails Makeup: Josefina Zarmén @ Linkdetails
Normcore, one of the major fashion trends of the past couple of years, has earned a great following in the fashion world. However, only few designers have the vision strong enough to transform the ubiquitous basics into original pieces. The Stockholm-based Anders Haal, whose brand HAAL has been offering clothes and accessories since 2013, is certainly one of them. With the sophisticated use of colour and attention to the detail Haal creates comfortably simple, unobtrusively sexy and remarkably witty designs.
It is not only clothes that he designs, Anders’s main ambition is to design a lifestyle – easy, casual and light-hearted. His SS16 collection was, however, inspired by the not-so-carefree idea of a “broken paradise” and explored loneliness, togetherness and the idealised world of commercial billboards. We spoke to the designer about his curious approach.
SLEEK: Once you said that designing lifestyle is far more important for you than designing clothes. So, what kind of lifestyle does Anders Haal represent?
ANDERS HAAL: An international way of life for the masses and the loners with a notion of unity. SS16 have been concentrated on traditional lifestyle brand vibes and Anglo heritage.
HAAL SS15 billboard campaign
As I read into the press text, I realised that you also sort of parodied the commercial anesthetisation of nature and romance. Could you tell a bit about this critical stance?
Like a sequel, the campaign this season takes place in a broken paradise. Robi Rodriguez documented the last days of the holiday season at the Black sea, an environment amongst building complexes and monuments from the Ceauscu-regim next to the biggest outdoor nightclub in Europe.
The collection is dealing with an idealised life and commercialised formats, something that can be looked at from different point of views.
Sunsets and themes of romanticism was a simple reply on everything dark happening in the world right now. Hijacked billboards display the campaign among cityscapes from Chateau Marmot, Beverly Hills, Manhattan, Buenos Aires.
Is there anything that you know for sure you’ll never do in your collections? What do you think are most boring things in fashion?
I hope not because I’m trying to surprise myself, so that would be boring. I often think the most plain thing is what interest me the most in a collection. Boring fashion has no message.
How do you usually start working on a new collection?
First thing is I look at previous seasons, then you always have certain things you already know. I collect a lot of references, combine and trying to find something new. But in all the collection is an ongoing evolution of a wardrobe.
What should we expect from your next collections?
Something more focused, layered, explosive.
HAAL SS15 billboard campaign
Text by Ira Solomatina
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