Murlong Cres, a Scandinavian slow fashion brand owned by Kaja Høglund, released a limited collection of new pieces for autumn/winter 2022.
Inspired by changing seasons, the pieces are designed to be versatile additions to a long-lasting wardrobe. Previous releases include a collection for autumn/winter 2021 and Murlong x Mina.
Now two years in, Kaja wants to develop the brand as well as build the “world” of Murlong Cres. This spans marketing, product design, and aesthetics, and product descriptions play an important role in conveying this world to customers. Luckily, I know Kaja well, so I know how she wants each description to read––rich in detail, evoking a sense of time, place, and memory. Strong imagery places readers in the world of Murlong Cres, and descriptions of textural elements emphasize high-quality materials and construction.
Working on this collection had an added bonus: a trip to Latvia.
Since launching her brand, Kaja has built a network of creatives who help bring her visions to life. Repeated projects led to a close relationship with photographers Xenia Valule and Andrus Valulis, and they welcomed us to Riga, the capital, for this collection’s photo shoot on film.
