ART DIRECTION / DESIGN / SATIRE

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FOLLOW THE CURRENT

Stockholm (Snorkel) Club is a conceptual fashion project that explores the power of aesthetics in shaping desirability. By adopting the visual language of Stockholm’s most influential fashion brands, it recontextualizes an unlikely activity—snorkeling—within the framework of contemporary style.

The project highlights how branding can elevate even the most unexpected narratives, questioning the authenticity of trend culture while seamlessly blending in. With the slogan “follow the current,” it playfully critiques the paradox of individuality in fashion—a space where standing out often means adhering to the same unspoken codes.