HAAL SS17 continues to explore themes of heritage and lifestyle. subverting classic, recognisable pieces. HAAL SS17 looks to iconic archetypes: Gothic lolita, the surfer dude and preppy. Codes of these established and subcultural modes of dress are mixed together. Throughout the collection different perspectives are explored; winners vs losers.

HAAL SS17 sees the introduction of blazers and sharper sartorial looks, such as stirrup equestrian riding trousers and tailored jackets. Polo shirts are modified in a way that subverts the initial sense of familiarity, here seen with cropped proportions and a mix of dystopian slogans.

Designer: HAAL Creative direction: Niklas Bildstein Zaar Set design: Christian Feltham Stylist: Nicole Walker / LinkDetails Production: Studio Bon Campaign photo: Pascal Gambabarte Campaign styling: Tereza Ortiz



Founded by Anders Haal in 2014, Stockholm based clothing and eyewear label HAAL embraces a carefree and casual approach to dressing. A concept of unity and togetherness are continually embedded into the values of the brand. The HAAL stance to wardrobe is about lifestyle as opposed to seasonal collections. The HAAL label is built around everyday staples, keeping their comfort and utility in the format of a wardrobe.

HAAL has been featured in publications such as AnOther, i-D, Dazed and Confused, 032c and Purple and is supported by progressive retailers such as SSENSE, Opening Ceremony, Mameg and has been a featured participant in Selfridges’ special project Agender.


CONTACT Emma Pettersson
PHONE + 46 8 528 01 976



CONTACT Alex Carlé
PHONE +44 (0) 2070339111

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