Every collection tells a story, and this time we wanted to capture the essence of Active Living through movement in different everyday settings. The vision came to life with the Danish creative agency MOON, who produced and directed the shoot with their signature eye for detail and storytelling.

The crew:

Creative Direction: Frederik Bjerregaard (MOON)
Producers: Haddy Ceesay & Elvira Panic
Photographer: Sara Abraham
HMU: Sara Shultz
Location: Gem Studio

And of course, our incredible talents Marianne, Jasmin, and Haddy, who brought the clothes to life with strength, softness, authenticity and flexibility.

From the very first concept sketches to the last picture taken at the end of a long day shooting, the process was filled with focus, collaboration and fun. Days like these remind us what Run & Relax is actually about – the people, the energy, and the shared passion for movement and wellness.

Here’s a glimpse behind the scenes of shooting our AW25 Active Living campaign:

Active Living is:
CONTEMPORARY, AUTHENTIC, BOLD, DOCUMENTARY, FASHION-ORIENTED, FITNESS INSPIRES FASHION, AND FASHION FUELS FITNESS.

Active Living is proof that performance lives far beyond the gym.
It’s in the morning run through the city.
The stretch between meetings.
The push that takes you further than yesterday.

Active Living is a collection built for women who refuse to stand still. Because the gym can be anywhere, and everyone is an athlete.