According to Holzweiler, ’tis the season.
The cult-favorite, Oslo-based fashion label has pulled back the curtain on its global Holiday 2022 campaign, See the Light, starring two cultural innovators: A$AP Nast and Lera Abova. The former is an eccentric, Harlem-bred rapper who played an integral role in the legendary A$AP Mob and now holds a sizable influence on hip-hop’s style codes; the latter is a Hollywood staple known for her roles in Anna, Good Side of a Bad Man and Pitch Perfect. Together, the trailblazers transform into two characters intimately immersed in a grand, mirrored room, where lights flicker among sprawling, decadent cherry blossoms.
Nast has always had a hand in fashion. Earlier this week, the multi-hyphenate shared never-before-seen photos of an alleged Stüssy x Dries Van Noten collaboration to his Instagram Stories, teasing that a collection is on the way. In March, while visiting Berlin, he caused an industry ruckus with a simple Instagram outfit post that confirmed the existence of a Burberry x Supreme SS22 partnership. Aside from his unprecedented industry access, the fashion fortune teller is a style caster in his own right; he also boasts a bevy of collaborative sneakers with Reebok and additional campaigns with the likes of Levi’s, Lacoste and more.
“I guess I’ve got to pat myself on the back,” he told Hypebeast. “I’m just grateful.”
“I’m happy that people can look at me and see me as someone that they can take inspiration from style-wise.”
Holzweiler, which oftentimes draws inspiration from art, architecture and contemporary culture, tapped a sizable creative team to put forth this latest sartorial effort. On the roster was art director Flavio Tarquini, photographer Dexter Navy, stylist Mobolaji, set designer Tom Schneider, music producer Kelvin Krash and movement director Yagamoto.
For Nast, working with a movement director was an entirely new — and “very interesting” — experience. “I’ve never worked with someone like that before,” he said. “I’m already a character, and I’m already animated on set, so having someone else who has that experience, who can add their own vision to the shoot, was sick.”
“Nast and Lera are such electrifying muses – charismatic, real, and each with a completely unorthodox take on personal style. We were so excited to shine a light – many lights actually! – on their spirits through their campaign,” said co-founder Susanne Holzweiler. “They’re both these fearless, next-generation mavericks in their fields; beautiful examples of ‘possibility.’”
As for the collection itself, Holzweiler’s staples — padded gilets and soft beanies, down jacket, wool scarves and big knitwear — command primary attention. In the campaign, Nast sports a fashionable take on a traditional holiday sweater and a bulky bomber, but his favorite design was a “very comfortable” fleece emblazoned with a muted, all-over graphic. The brand’s design codes align splendidly with Nast’s personal style, which he describes as “eclectic in some ways, odd in some ways, but also normal and simple.” The holiday collection fittingly mimics that sentiment with both daring statement-makers and refined essentials.
“I’ve come a long way in this industry, and I’m just proud of every single one of my steps,” he said, reflecting on this latest stint. “I’m curious to see how far I can take it.”
Indulge in Holzweiler’s Holiday 2022 campaign in the gallery above, and head to the brand’s website to shop the collection.