FW25 Campaign
From sea to summit
with Mark Wystrach
Part 1
The first drive
For our FW25 campaign, we follow Mark Wystrach on a journey from sea to summit - a narrative of motion, discovery, and style shaped by the landscapes, climates, and moments encountered along the way.
Inspired by the concept of Drive, this season explores the mindset behind momentum. As a brand rooted in sports and fashion, we design for an active lifestyle - where versatility and performance meet a spirit of exploration.
The day begins with early morning energy. As Mark packs the car -gear loaded, route set - there’s a quiet anticipation in the air. The engine turns over, and the journey begins. These first few miles set the tone: a rhythm found in motion, a confidence found in movement. Tailored, technical, and always in stride, the season’s first layers echo the pulse of departure.
Part 2
The pit stop
As the road unfolds, the journey pauses-but never slows. Mark pulls off for a quick reset: a stretch, a swing, a breath of crisp air. These unscripted moments speak to the pace of real life—where stillness and movement intertwine. Performance-driven layers and functional detailing carry him through, adaptable and effortless against shifting backdrops.
Mark Wystrach is the lead singer of the Grammy-nominated country band Midland, known for its modern take on classic country. With a career that’s taken him across international stages and through countless miles on the road, Mark embodies the very spirit of the FW25 collection - restless, refined, and always in motion.
Part 3
The golf edit
Midway through the drive, the pace shifts to focus. Mark takes a break for a few practice swings, trading highway rhythm for a refined sense of control. The range becomes a moment of reset - an outlet for energy, intention, and precision. Here, sport and style converge, with engineered fabrics and tailored silhouettes built for both performance and presence.
The campaign was shot on location in Hemsedal, Norway, known for its dramatic alpine landscapes and breathtaking natural contrasts. From lush fairways of high-altitude golf courses to snow-covered mountain peaks, every backdrop was chosen to reflect the season’s duality - between performance and pause, movement and stillness, city energy and mountain serenity.
Part 4
The summit
The journey reaches its peak. Surrounded by alpine terrain and open sky, Mark stands still layered in outerwear built for elevation. From windproof shells to insulating base layers, every piece is made to perform
in the elements while holding its shape in style. This final moment is quiet, powerful, and purposeful: a culmination of motion and mindset.
This season is more than direction -it’s intention. From lowland to high ground, from sea to summit, FW25 is made to move with you. Blending performance and style, the FW25 collection is built for versatility - technical outerwear, refined tailoring, and active essentials designed to move seamlessly through every part of the journey.
