Purewhite Fall/Winter 2022 Collection

The theme of the collection was The New Ordinary. So what comes to mind?
I had the idea to go to the country that is known to have the happiest people on earth. Those people live in Finland.
For years on end they have been the most happy people on earth. That should also mean that their ordinary daily lives must be amazing.
So we went to Finland and took photographer Jaap Strijker with us.