Spring is slowly showing its true color and the spring and summer look books have recently arrived. One of the latest and most interesting look books to be seen is the one from Stockholm based Saman Amel where they focus on the brands core concept.
With Petter Berg behind the camera, the duo Saman Amel and Dag Granath created the lookbook Katalog that shows us the ateliers most classic tailored concepts. It features two of their most classic lines, the more affordable Toscana and the luxurious Napoli line.
The inspiration behind the look book comes from the old school post order catalogs (katalog in Swedish). These post order catalogs where used in the past to buy garments via a phone call or by sending a letter. The idea of being forced to either make a phone call or posting a letter may sound ridiculous today, but we should never forget that this was the foundation of today’s online industry. With this in mind, Saman Amel took inspiration from the old catalogs to show an generic look of the company, showing its core between formal and casual clothing.