Amidst the intemperate weather conditions of Iceland stirs an exciting creative scene defining its own place in the new fashion landscape...
Much like it’s famous volcano Eyjafjallajökull (that no one seems to be able to properly pronounce), Iceland spews a hot motley crew of emerging fashion designers, photographers, graphic designers and directors ready to claim their position and make a lasting impact on fashion’s world stage.
This movement of sorts is led by Icelandic fashion designer and somewhat local legend, Eyglo Margrét Lárusdóttir. Early in her career as a designer left the frozen tundra to take a short internship with obscure designer Bernhard Willhelm, a longtime collaborator of musician Bjork that influenced her design as well as time spent in LA working for Jeremy Scott.
Upon her return home Eyglo (and other notable Icelandic fashion designers Milla Snorrason, Sif Baldursdóttir from Kyrja and Helga Lilja Magnúsdóttir) opened the doors of a collective concept store Kiosk.
Focused on bringing Icelandic designers together to showcase their designs for both local and international customers, Kiosk was the first of its kind in Iceland, and had a successful 10 year run. Now positioned as an online platform, Eyglo explained that “it’s truly inspiring to live in a place surrounded by nature and talented people, it’s a beautiful secret that we are ready to share with the world”.
Staying true to Iceland’s all for one and one for all mentality, Eyglo partnered with a range of creatives to bring the vision for her self named fashion line, EYGLO, to life (eygloreykjavik.com). Told by innovative storyteller and one to watch Vidar Logi, a budding photographer/director, who has recently taken post in London to further his career in fashion.
The talented crew first caught HUNGER’s eye in Iceland, working with creative director James T. Merry, alongside national Icelandic treasure Björk on her management team for the acclaimed eighth studio album Vulnicura turned touring VR Exhibition.
Uncovering the underground world of Iceland – full of designers, musicians and artists – an atmosphere of inclusivity was created, capturing the vibrant future of subcultures and collectives across the globe.
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5 August 2019