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For the SS22 Holiday Collection campaign, MÄRCHEN turned to the medium of editorials, borrowing inspiration from the fashion editorials of the early 2000s - a realm that was for a long time radically explored and driven under the creative direction of the late Franca Sozzani. As a medium, editorials are often overlooked or reduced in importance due to their ephemeral character, but we firmly believe that our collective memory of fashion exists through fashion photography and its publishing.
the SS22 Holiday collection is a manifestation of the avant-garde desire to merge fashion and life. Inspired by the everyday clothing of our own staff and colleagues, MÄRCHEN created its first realist capsule collection with the aim of redefining modern office wear. The collection adapted and perfected relics from previous seasons, and resulted into an extension of our beloved MÄRCHEN uniform and an ode to our daily life.
