By Malene Birger Oslo, Autumn/Winter Campaign
Campaign production for the store at Paleet. Art direction, casting and photography production.
By Malene Birger Oslo campaign. Photo: Alexander Sylte
We produced the autumn/winter campaign for By Malene Birger Oslo, the brand's flagship store in Norway and the only one in the country. The store sits on the second floor of Paleet on Karl Johans gate, independently owned and run by Merete Beckman. The brief was the store's own: the season as it arrives in Oslo, produced here rather than adapted from material made for another market.
The collection is built on quiet shapes and substantial fabrics, so the production stayed still to match it. A small crew, few looks, and frames with room around them. Styling held to one idea at a time, and nothing in the picture competes with the garment. Restraint is easy to describe and hard to shoot, because it removes everything a photograph usually leans on.
By Malene Birger was founded in Copenhagen in 2003 and is known for a restrained Scandinavian line, worn rather than displayed. The Oslo store opened in 2018 and carries the collections for the Norwegian market, which is why a campaign made in Oslo matters: the customer who sees it can walk into Paleet the same week and find the pieces on the rail.
Direction and photography: Alexander Sylte. Styling: Magnus Beckman. Production: Vilhelm Larsen. Model: Salma.
