The natural bond between Father & Sons, Mothers & Daughters represents the strength of the unmistakable DNA that unites them.

Today the brand continues to be a guarantee of high quality and craftsmanship and a proof of the authentic Swedish DNA thanks to its solid and long heritage. At the same time, Skaga is able to innovate its look and design season by season to respond to the  new modern needs of diversified targets.

Jolanda Chris SS21
Ale Simon SS21

With this in mind, the Fall Winter 2021 campaign combines the traditional values with the long lasting expertise of Skaga in a genuine family portrait captured on the shores of Lake Braies in the Italian mountains of Trentino Alto Adige.

Modern with simplicity and naturally cool, the campaign portrays two couples of mother and daughter and father and son in their everyday life. Whether they are phishing or enjoying a coffee, the images highlight the strong complicity between the characters regardless of the different age and generation they belong to.

Ale SS21
Chris SS21

The campaign was shot in 2020 by Pawel Pysz, a Polish photographer based in London and Paris, whose portfolio lists significant collaborations with several fashion brands.

“Uncertain times are often best met with a family support network and reliability” said Pawel when the project was presented to him “With this campaign Skaga will stand for both. Its experience and longevity will help to ease the troubles of the current time”. Through his photography, Pawel aims to create the desire to reach out to our own family and friends to connect again with the things we appreciate in life.