Photographed by Erez Sebag, Styled by Edda Gudmun
We have entered a new era of fashion where the dominance of Paris, Milan and New York is being boldly eroded by a new tribe of talented designers emerging from every continent, whose creations are best appreciated in their home towns. The latest stylistic boomtown is Reykjavik, whose fashion is a visual expression of its citizens’ gutsy energy, protective clothing, all-night partying and, above all, the uniquely bold beauty of its thoroughly offbeat women.
Most fashion shoots are set in East Village lofts or before the Eiffel Tower in Paris or on a drank street in Hackney to impress the readers by their alleged cool. That’s completely wrong. To support our new era of regional fashion – where inventive designers are springing up everywhere from Tbilisi and Riga to Rio and Reykjavik – these new talents need to be seen it in their true context. That’s why using the raw beauty of Iceland; its bluff drama, its rolling skies, its tumultuous topography, its avant-garde tailoring and the incendiary beauty of its women is so much cooler and better.
This dramatic Dreamland Journey shoot never falls into the classic mistake of attempting of be more than it is. Instead, Dreamland Journey is an honest, living reflection of the funky, earthy panache that is this rare jewel of an island isolated in the turbulence and mist of the north Atlantic.
No wonder photographer Erez Sebag and stylist Edda Gudmun stayed in Iceland, heading out of its capital to the country’s southern most city, Vik I Myrdal, whose black basalt sand beach gets attacked by giant Atlantic rollers
Its fingers of basalt rock formed into giant cliff sentinels, were an ideal setting for the graphic elegance that is Icelandic chic, and the country’s two most energetic designers – Hildur Yeoman and Mundi.
This spring, in my first trip to ballsy badass Reykjavik and its once-a-year fashion festival I caught up with Hildur Yeoman, whose stellar showed featured a brilliant life version of Olivia Newtown Jones bubble gum dance classic Xanadu. Staged in Harpa, the beautiful dimpled glass concert and theater complex located at the atmospheric Old Port, Yeoman’s tribal babe vixens from the north go to an after party in a naughty after-hours bar was pretty damned brilliant.