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SFW SS21 – ATP Atelier: A True Family of Modern Minimalism
In an upbeat dance extravaganza, ATP Atelier’s digital presentation featured not only a hugely varied collection of accessories, but a beautiful insight into the team behind the brand. Shot during lockdown in Stockholm, the team banded together in the studio and on the beach to shoot the new campaign, and what a tremendous result!
Starring the fashion brand’s very own Klara Wilsby, Meita Singgih, Kimberly Blevins, Martina Pizzelli, Carin Falk, Monica Olsen, Amanda Widegren and Emmy Bjōrling, the female–led brand’s attitude is one of fun, freshness and powerful femininity.
““This is us: the ATP Atelier team. We are not models. We are retail coordinators, product managers and brand curators. We are the real people behind the brand.”
A brand with sustainability and authenticity at its core, ATP Atelier embodies a change in the fashion industry. With vegetable tanned leathers and metal, the brand pushes the boundaries of environmental friendliness, and promotes a fashion industry that is more conscious of its impact.
Presenting a vibrant mix of nude, dark, pastel and earth tones, ATP Atelier’s SS21 collection embodies the spirit of summer, taking “contemporary Scandinavian design and authentic Italian craftsmanship” and creating something special. The collection focuses on the modern woman; pairing the minimalist Scandinavian aesthetic with tasteful modernity, chunky trainers, delicate heels and the iconic ATP shapes with updated colours and a new vibe.
“For us, smart luxury is about spending time and money on the things and experiences in life that last. Both for our own sake, but also for the world we live in. it is a lifestyle based on conscious choices, from a socially, emotionally and ecologically sustainable point of view.”
Following the digital film, we were treated to an exclusive interview with Maj-La Pizzelli, the ATP Atelier co–founder. She discussed how “smart luxury”, one of the company’s core values, is all about knowing “what you want, and everyday choices”. The SS21 collection is a gorgeous one with an important message, versatility at its finest!