FOLKLORE

The 'Folklore' campaign by Saint and Sofia for AW20 was filmed in the snowy Arctic landscapes of Northern Sweden, photographed at the same time as 'Into The Night' but through the lens of Dominika Durianova. Inspired by Nordic mythology and Scandinavian minimalism, the campaign paired dreamlike winter scenery with bold leather, timeless knitwear and classic overcoats. Ethereal imagery and stark natural backdrops created a magical atmosphere that reflected both strength and softness. Folklore celebrated versatile, long-lasting fashion rooted in simplicity, craftsmanship and sustainability, capturing the quiet beauty and cinematic mood of deep winter dressing.