A Glacier-Carved Coastline Becomes the Campaign Itself
Norse Projects shot this season’s campaign not in a studio, but on the coastal cliffs of Heatherhill, Denmark. Photographed by Billy Barraclough, the editorial uses the long-preserved coastal slopes and glacier-carved terrain as its backdrop.
The choice of location is not incidental. For its Fall/Winter 2026 collection, the Copenhagen-based brand places the relationship between traditional Danish architecture and the coastal environment at the center of the campaign narrative. The collection follows the same direction. By placing time-tested heritage materials alongside newly developed innovative fabrics, it aims to create clothing that can be worn in both urban and rural settings.
Ultimately, the message of this campaign is not decoration but the place itself. Choosing real terrain instead of building a set explains, in a single photograph, the utilitarian design philosophy the brand has long emphasized.
Source · Hypebeast, "Norse Projects Blends Nature and Architecture for FW26"
Bringing Desert, Snow, and Alpine Terrain Into the Studio
HI-TEC HTS74 has revisited the original Sierra Sneaker, first released in 1978, with the FW26 collection “Sierra ’78.” This campaign was shot not on an actual mountain, but on an immersive studio set recreating desert, snow, and alpine environments.
The brand says it has translated mountain landscapes and rugged terrain into contemporary apparel and footwear. The garments are made with reversible constructions, bringing two different aesthetics into a single piece. Wearers can turn the clothing inside out and switch to a different look depending on the situation.
The footwear features Vibram outsoles designed to support the foot’s natural movement and reduce fatigue. With durable fabrics and practical details added, the collection seeks to show the balance between performance and everyday wearability through the wearing experience.
Source · Hypebeast, "HI-TEC HTS74 Unveils FW26 "Sierra '78" Collection Inspired by Heritage Hiking"
Location Snap: How a Place Chosen on Google Street View Becomes a Campaign Backdrop
RealSnap’s Location Snap is a feature that creates model styling shots against real locations selected on Google Street View. It is mainly used by brand marketers preparing seasonal campaigns that need an overseas location feel, or by e-commerce lookbook managers.
On-location shoots can easily become lengthy, from scouting locations to travel and hiring local staff, and when a new city is chosen for each campaign, the process repeats every time. Location Snap handles location selection and styling result review on a single screen, making it possible to compare the same outfit across multiple locations instead of reshooting as the location changes.
