The LAST LOOK from a fashion runway show dictates the designer’s aesthetic and overall direction for the season. During the Reykjavik Fashion Festival, a forum created to nurture and celebrate the Icelandic fashion industry, seven juried designers showcased their collections amongst a sea of editors, buyers, and fashionistas.

Most nations build a fashion week to be accepted into a global spectrum of heels, makeup and models; yet RFF has taken a more innocent and raw approach to their platform. They would have to, considering their country’s landscape and whimsical weather patterns. A common thread shared by all of the brands featured was not only their ancestry, but their passion to participate and reveal the tenderness of the opportunity itself. There was a heartfelt excitement backstage that not even Paris or New York Fashion Weeks could match. These organizations are already tried and true with nothing to prove but diligence. The energy is not new and authentic; it is jaded and tense. Iceland’s backstage was like starting over again, complete with newbie dressers and fledgling models, yet there was an authenticity that with the help of producers from Heidelberg’s Atelier Kontrast (http://www.atelierkontrast.com/), made for a memorable and dignified event. When we become absorbed by the Who, What, and Wears (pun intended), let’s not forget about Why?

The following posts define each designers’ LAST LOOK from each collection at RFF. The runway ranged from feminine and delicate to unisex goth styles. The briefs to follow are straight from each brand/designer’s own unique ethos. It would not seem quite fair to reinterpret their own intentions in my words.-JulesKim.

Mundi Vondi is an Icelandic artist and works with diverse media and outlets to produce his ideas. Mundi and 66°NORTH are proud to announce a new collaboration between the two brands. “ MUNDI 66°NORTH” is a fusion between the highly technical production quality from 66°NORTH and the surreal graphic world of Mundi. The collection is called “Snow Blind” and is highly conceptual as well as practical. He who looks into the future for answers about the universe, and isn’t afraid to step on a few toes in the process, won’t be disappointed. Photos A. Simonetti, words by Jules Kim. Hop over to the next page for a look at ‘Snow Blind’ a collaborative film with 66°NORTH.

JÖR by GUÐMUNDUR JÖRUNDSSON is an Icelandic fashion label launched by fashion designer Guðmundur Jörundsson in October 2012. JÖR offers both ready to wear menswear and womenswear. The label will stand for luxury and quality as well as having a unique edge where every collection will represent new cosmos, giving the customer a sense of belonging to an exciting new concept in the world of fashion.Photos A.Simonetti.-J.Kim.

Farmers Market is an Icelandic design company and clothing brand, founded in 2005 by a young artist couple – a designer and a musician. With strong ties to the vibrant Icelandic music and design scene, the Farmers Market design concept and inspiration draws from the Icelandic roots, combining classic Nordic design elements with chic modernity. Natural fabrics, craftmanship and respect for the environment are key values of the brand. Authentically styled, yet sophisticated and wearable, the clothing is suited for a wide range of occasions, outdoor activities as well as city life.Photos by A.Simonetti, Words by Jules Kim.

Huginn Muninn believes the power of the group is best enhanced by intensifying the peculiarities of its individuals. With contemporary menswear and the most recent launch of womenswear, Huginn Muninn creates staples to highlight the difference between us all.Photos A.Simonetti, full runway here -J.Kim

Rey strives to make timeless quality clothing for women. A strong emphasis is on fabric selection and tailoring. The pieces are made to last and become a staple in the customer’s closet. Design aesthetic is dark and sleek. Rey combines the interesting with the practical. See the complete look on the next page.Photo by A. Simonetti. The full runway here.-J.Kim.

Sophistication, respect and responsibility are an integral part of ELLA -a Slow Fashion brand created by Elinros Lindal and a team of talented women who understand and appreciate elegance and quality.Every day we think how to design, produce, consume and wear fashion (and also care for it) better. How to create modern luxury in a thoughtful way, causing the least damage to the environment.We think about the ELLA woman – and how we can empower her through every single ELLA piece we make.Photos by A. Simonetti.-J.Kim.

Andersen & Lauth was the first Icelandic atelier and tailor shop, founded in Reykjavík,1934. From the beginning there was a dedication to the traditional skills of expert tailoring. The Andersen & Lauth name was quickly established as a source of impeccable quality.See the complete look on the flip, Photo by A.Simonetti.Full runway here.-J.Kim.

As a lovely example of how art meets footwear these Nicholas Kirkwood wedges are definitely Snobette worthy. Get them at Net-a-Porter.

ARIES spring:summer 2013 from Kerri Davenport-Burton on Vimeo.

Sofia Prantera, creator of cult street-wear brand Silas and now new women’s contemporary label Aries has joined forces with well-known film director and close friend Kerri Davenport-Burton to create a unique film. The story is about living in London in the Summer, when the weather is always bad. The girls wake-up in the morning after a party and have to change their plains after opening the windows and realising it’s raining yet again.

Inspired from the Spring/Summer 2013 lookbook the video shows the dreamy, languid girl in the soft light of the day, and a lazy afternoon spent at home dressing up. Enjoy.

For more information on the brand check Ariesarise.com