WORDS BY NATALIE YIASSOUMI
The Swedish accessories brand stands out for its optimistic outlook and commitment to “smart luxury.”
This week we’ve been scouring the feed of Swedish accessories label ATP Atelier, after experiencing its upbeat digital presentation at Stockholm Fashion Week.
The brand got members of its own team – the designers, managers and retail coordinators – to dance around their offices and model the brand’s new season collection.
“We are not models. We are the real people behind the brand. We laugh, we work hard, we ask questions, we floss, we cancel plans, we cry. We live and breathe the ATP Atelier lifestyle of smart luxury,” wrote the team, in the video they presented online.
The new collection consisted of the kind of stylish, easy going pieces the brand is best known for. There were thong sandals, sorbet-hued mules, the perfect summer slides and classic loafers, as well as a few additional touches of eccentricity in the form of feather-trimmed block heels.
In other words the brand is looking to offer the perfect capsule shoe wardrobe and strike the right balance between women’s need for practicality and comfort and their desire for fantasy and creativity – hence those extra touches of rainbow colors and feather embellishments.
This balanced approach is part of the brand’s “smart luxury” philosophy which informs everything they do and aims to inspire their audience to make conscious choices with their shopping, but also their travel choices, grocery lists and beyond.
Smart luxury is not about extravagance and frills. Ultimately, it’s about how we feel about ourselves,” said the label’s creative director Maj-La Pizzelli.
It’s definitely worth diving deeper into the label’s smart luxury world – a concept that’s more relevant than ever, in a world that’s overloaded with stuff and is slowly trying to rebuild itself. Instagram, where you’ll find more insights into the label’s stylish team, their lifestyles and the ways they style both old and new ATP Atelier shoes, makes for the perfect starting point.
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