Helly Hansen's Modular AW22 Collection Campaign
A Warm Toned Winter Modular Collection.
Helly Hansen’s current ‘222’ collection is a continuation of the narrative of modulation that was introduced in their previous winter ‘212’ collection, but with more evolved forms.
The new AW22 collection campaign was shot in a high altitude and low temperature location with a background of volcanic terrain, complimented by a foggy atmosphere.
It features a cohesive mini army of streetwear warriors, combating the cold elements dressed in tech-inspired winter counter clothing, such as the 3-in-1 Modular Parka, the Reversible Puffa, freshmen 3L shell cargo pants and down outerwear, alongside Helly Hansen’s signature hood docking system. styling story with the pieces being photographed with dark ski masks and hats, buckled backpacks, beanies and sunglasses.
The opposing moods of the winter styles blend perfectly with the warm and nature inspired color palette, which includes standard black and white, faded purple, army green, sunset orange, and a re-imagined colorway camo print that the apparel was translated through.
This marriage of contrasting environmental concepts was also celebrated with the intention of educating consumers on the misconception of geography. ‘With the campaign, we wanted to subvert the perceptions of cold weather environments and juxtapose that with the '222' collection. By highlighting these natural inspirations and abstract geographical textures, we really allow the collection’s tones to come to the fore’ said Graeme Gaughan, the artistic director of Helly Hansen.