SÓL
In Old Norse, Sól is the sun, not merely a star in the sky, but a goddess in motion. Each day she drives her chariot across the heavens, chased by wolves, never caught. Luminous, essential and relentless in her warmth. Norwegian parents still give their daughters her name. Not because it is beautiful, though it is, but because it carries something ancient and necessary. An energy that does not ask permission to exist. This campaign is hers.
Sól is the SS26 campaign that leans into light, into the long Nordic summer where the sun refuses to set and the world feels suspended in gold.
It is warm in temperature but dramatic in mood: the particular power of a sky that burns at midnight, of light that falls sideways and makes everything it touches look as though it was always meant to be seen.
MIMIR's garments under this light reveal themselves fully.
The nappa leather deepens.
The linen-wool blends catch and hold warmth.
The organic cotton softens in the heat.
Materials chosen not for how they look on a hanger, but for how they live and it is in this kind of light that living is most visible.
Sól does not celebrate the fleeting. She has crossed the sky every day since time began. This campaign belongs to that permanence: to the warmth that returns, the light that endures and the garments built to meet both.
DISCOVER THE OTHER CAMPAIGNS
