VOGUE OUTDOORS
FASHION IN THE FOREST LOUISE WHITEHOUSE FOR FJALLRAVEN
NATURES PHYSICAL DESCRIPTION
NATURES BENEFITS TO MENTAL HEALTH
TILLEY For a beautiful life outdoors.
MERRELL
LEVI’S FOREST
VOGUE MAY 2022
Photography Thurstan Redding, via @burberry
Contents
Letter from the editor page 10 Walk this way - page 12-13
Wild Outdoors - page 20-23 Louise Whitehouse - page 24-25
Outdoor Must Haves - page 14-15
How To shop with sustainability in mind page 26- 27
Photography in Nature page 18-19
FjallRaven leading the Change - page 28-29
Letter from the Editor
Forever At One With Nature HOW SHOULD WE FEEL at this very moment about the outdoors? During the Covid lockdowns, our attachment to nature is ever-growing as a collective. Now more than ever, we are more protective over a planet that is so fragile, yet its scenery is beautiful. Spending more time in green spaces or bringing nature to our everyday lives can benefit mental health and physical wellbeing. While it’s difficult to imagine two schools of thought fundamentally opposed to hiking and high fashion, collections suggest that we spend more time outdoors, portraying lookbooks full of parkas, study knits, and technical and durable performance wear. We are explaining how hiking gear went into fashion. Authentic brands such as Patagonia, the North Face and
Columbia have been seen within trends in recent years – with this; we meet the realm of Gore-Tex hard-shell. Everything we do impacts the environment around us, including the people and animals that inhabit it. Outdoor companies have influenced changes within the fashion industry and see both Highstreet and high-end brands settling this change. These companies are acutely aware of these impacts, so they aim to keep their environmental footprint as small as possible. The consideration of nature in the design process comes from sustainability being pushed within the industry. Now we see the term ‘room for improvement’ ingrained in every aspect of a garment’s design, selling, and purchasing. Showing some outdoors looks in a far-flung location, photographers such as Louise Whitehouse, chief photographer for Swedish brand Fjall Raven and Annie Leibovitz tribute to this change of collective world ideas and portray the spirit of adventure with campaigns on unlevelled terrain, mountains, and open water. Annie is an icon within fashion photography. Our cover page was captured by Louise Whitehouse, Fjall Raven’s photographer and director. “Our connection and love for being in nature rely heavily on the use of photography” (Fleeting moments pg 13). Louise captures moments for the Fjall Raven brand by explaining moments that have always been present in one way or another, using storytelling to guide through film and photography. The ability to capture light and dark caught Fjall Raven’s attention and pronounced that she could capture images true to their ethos.
“WE BUILD TOOLS TO ENABLE AND INSPIRE”
Walk This Way
The most basic forms of exercise contribute to out mental health - a reason to get outside.
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t’s exercise alone that supports the spirits and keeps the mental vigour”, Marcus Tullius Cicero says. The facts have always stayed he same within a changing world dynamic: physical inactivity has severe effects on human health, both physically and mentally. Addressing pressing public health issues, outdoor activities have and will always play a vital role in the drive to increase physical activity levels. When our mental health is good, we emotionally feel well and tend to look acter ourselves more and build an engagement with things that we care about. However, when we struggle with our mental health, we become unable to cope and seem overwhelmed by every little convivence. During the pandemic, mental health was high, and over 74% of people saw anxiety driven by the inability to see friends and family (Mind Charity 2020). Nature is scientifically proven to reduce stress, and access to green open spaces alleviates mental health problems. Looking after our mental health always comes in a package with our physical health. Many people within the UK population live fast-paced urban lives, working typically 9-5 office jobs five days a week in crowded places. These environments affect our mental health, highlighting conditions such as stress, anxiety and depression. Biodiversity action plans within the UK are created to establish targets and restore natural habitats. Urging the government to act now, charities such as the RSPB aim to deliver their target through government funding.
International obligations from the Government aimseek to halt biodiversity loss by 2010 by enhancing the countryside through further reform in agricultural policies. These policies introduced the creation of nature reserves that gained popularity after the pandemic. Annually in the United Kingdom, the Government spends more than £117.9 billion, equivalent to around 5 per cent of the UK’s GDP. Nature has this calming and enchanting effect. Yorkshire’s largest city is something of a hub for outdoor lovers. Straying itself away from a metropolis bustling with excitement, escapism from commotion is something now many people enjoy. Transitioning to relaxed surroundings, nature walks are more tranquil than everyday life. Highlights Nestled between Leeds, Yorkshire and Wakefield, Fairburn Ings nature reserves highlight the changes within British nature conservation. Over the last 60 years, it has transformed from a coaling mine to a wild haven, rich in heritage and necessary inbreeding. Protection will forever be important to mental health. Freshwater systems hold breeding grounds for wildfowl, water voles and other wildlife. They are constantly working with a partner to manage the restored coal tip through dry land grazing to help the breeding process.
5 Ways to Wellbeing BE ACTIVE Go outside for a walk or explore your nearest nature reserve. CONNECT With the people around you, share your wildlife experiences. GIVE Do something to help your local place and the people that live there. TAKE NOTICE Of the everyday wildness on your doorstep. LEARN Try something new outside.
WALKING TOGETHER FROM LEFT: FjallRaven, Louise Whitehouse Photographer for Spring/Summer 2022 campaign.
CONSERVATION ON TV FROM ABOVE: Chris Packham, TV presenter and conservationalist at Fairburn Ings, Leeds, Yorkshire, 2018.
Outdoor M
These Aren’t Just Tren Summer, Shop A New Ed Durabilit
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Must Haves
nds, But Must Haves. For dit With Bright Colours And ty In Mind.
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1. FjallRaven, HighCoast Foldable Sack £80. 2. Patagonia, Men’s Torrentshell 3L Jacket in Borealis Green £160. 3. FjallRaven, Vida Pro Trousers M Reg in Black £160. 4. Birkenstock, Boston Clogs in Mink Colour £125. 5. Fjall Raven, Green Land Wax, £5. 6. Helly Hansen, Logo cap in Alert Red, £15. 7. Avalon 10X42 Pro HD Binoculars in Black, £195. 8. Mammut, Yatna II High GTX Women, £190
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Photography in Nature Photography has a number of therapeutic benefits linked to our mental health, helping showcase creativity and allowing detachment.
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ature photography and observing nature can improve productivity, concentration and limit stress, anxiety and depression. We are helping raise the planet’s profile and the environment we live in. Wildwoods matching tranquil stretches of grass, nature has taken over the heart of the UK. Picture the scene. A river runs through hills and slowly into a stream, surrounded by smaller ponds and waterfalls. Looking up, the clouds are plump orange as the sunsets. This isn’t a painting but all captured on films. Whether it’s landscape or wildlife, there is always a new angle that you can introduce to this ever-changing subject. We are affording immorality. Everyone loves looking back on old pictures and imagining what life could have been like. This hand in hand is the same with nature; without conservation documentation, we wouldn’t be able to preserve new and old memories. Mastering the craft is never simple. Your first 10,000 photographs are your worst, and we find comfort from advice – even though we don’t want to hear it most of the time. Being at one with nature is feeling like no other. There is no better excuse than getting outside and feeding your well-being. Thirst for nature comes from both health and enjoyment. Beautiful scenery, birds, wildlife, and flowers aren’t far from your doorstep, with hearts everywhere. Even for those who may live within the city, the metropolis still offers wildlife. Heading out with your camera alone can wind away any troubles. Extraordinarily therapeutic and relieving stress, the documentation of nature supports the mind. Admiration of nature comes in several different forms, with most people admiring its dramatic scenes juxtaposing with its serene landscapes. Transportation into the viewer’s shoes, many people, after seeing something online, want to view it themselves. Summer is the primary time this happens.
The breeding season is one many keen naturistic photographers love. Dead leaves to finally alive, butterflies, kittens, cygnets, ducklings and more, the changing from winter to spring and summer brings out the best in nature and our mental health. Raising the environment’s profile allows people to see and experience things they may not know for themselves. Across the globe, nature is different, introducing migrating and immigrating wildlife, encouraging the collective view of preservation, and promoting conservation.
“Interesting Detail In Nature”
An interview with ZRN Photography
“Isolating a subject, with a wide aperture, contrasts colours. If the sky didn’t have anything interesting, I chose to look down at the water. Many of the pictures that I sell online but portray on my social media pages keep the sky out of the frame and keep the water and its reflection as the backdrop to many water bord pictures. Experimenting with lenses and techniques is critical. Many of my photo walks take me to the same parks repeatedly. Switching between manual cameras such as my Sony Alpha with a 200-600 Sony G Lens or my Canon Power shot SX70 bridge camera. Seeing a flower or any other interesting detail in nature draws me to take my camera out with me every time I step foot out of my front door. The idea of creating a memory for myself and then being able to display this to thousands across the globe is incredible. Not only giving a different perspective to another piece of wildlife but shooting at eye level is what makes my pictures INCREDIBLE!”
Photography by Milla Roberts
@millarobertsphotography
WILD OU
Matching the emergance of parkas and puff to the stunning backdrops. The idea of adve should be glorified, glamourous and rampa Photographed by Annie Leibowitz.
UTDOORS
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WALKING TURNS TO HIKE FROM FAR LEFT: Changkou, wearing Louis Vuitton jacket and skirt. Merell Shoes. MIDDLE: Shi, wearing Sacai coat, Matty Bovan skirt. RIGHT: Yai, wears Chloe Jacket, dress and boots.
Louise Whitehouse
Changing the outdoor nature game, how did Louise become a FjallRaven photographer and what are her go-to outdoor settings. With the connection of FjallRaven’s brand sitting heavily on how we rely on nature – Louise aims to do this through photography for the brand. Detailed textures and nuanced the feeling of their photography feel the warmth within the coldest of places. Multidimensional nature sensations allow Louise’s images to invite us to feel something. Insertion of the observer encourages a community of like-minded people with sustainability, durability, and fun at heart to support individual creativity and uniqueness of the natural world. The partnership between Louise and Fjallraven all came from her upkeeping the brand’s message. The ability to capture light in the darkest of places caught their attention and meant that having her part of the team would complete the brand ethos. The message of relevance is critical within their brand., Louise learns from inspiration and motivation, with her favourite places to shoot being travelling or hiking in outdoor environments. Inspired by movies, she can create a particular mood and make the feeling of awareness seem more adventurous and nostalgic.
How To Shop With Sustainability in Mind
Colours, fabrics, and silhouettes are suitable and sustainable for summer. Sustainability. A term overused within the fashion industry, which historically had the wrong context. These days we are becoming more aware of the severe environmental impact of the clothing industry. Greenwashing and its avoidance are significant concerns when considering ethical and sustainable brands to buy from. Consumers are far more informed in their purchasing habits. With a wealth of online information recognising, greenwashing can be difficult; transparency within the industry is now vital. If a brand only vaguely talks about environmental credentials, the chances are that there isn’t substance behind their brand; this can also be shown through advertisement. Brands pay fortunes to have their names and the faces of their brands postered everywhere, this being tv, billboards, magazines and even radio, all involving a certain amount of spin doctoring. When looking into a brand and its environmental footprint, its stats and figures should match its promises. Standing in contrast to what the company is doing is a significant point. Many Highstreet and fast fashion brands claim to use sustainable cotton within their products and even advertise it globally. Giving back to nature should be the main effort in explaining sustainable fashion. This, combined with the idea of regeneration, is also crucial. Brands such as Tencel use 100 per cent biodegradable and compostable fibres. The phrase circulatory comes in conjunction with recycling. Consumerist behaviour is key to the fashion industry. Currently, the life of a trend is short, with many lasting up to 3 months. The clothing industry, speedy fashion, has a view of coercing the consumer into a purchase. However, the argument states that “at the end of the day, if you don’t agree with something, you shouldn’t and aren’t going to buy it (Naomi Smart).
Science-based targets are the new normal within consumer brand research. Low prices and unprecedented demand are fuelling the growth of fast fashion. With the worldwide apparel and footwear industry estimated to grow by 5% by 2030, the glimmer of hope comes through brands such as Burberry and Puma. They announced to validate their consumer targets based upon science-based targets with validation from COP26.
FjallRaven Leading The Change We were leaving basecamp in better condition than we found it - plus a sneak peak into their collection with Specialized. With everything we do impact the environment around us, including the animals that inhabit it, FjallRaven keeps its environmental footprint low. Making a compromise isn’t easy, and this brand understands that. The design process is complex, and aiming to adapt and innovate is essential, ingraining themselves with the term ‘room for improvement.’ This brand aims to produce natural words, develop clothing for lasting generations, and introduce people to diverse beliefs. Material longevity links itself with simplicity in design. Designing for different activities and environments, Fjall Raven makes it known that its brand encapsulates nature and prides all its products on being tried and tested through rigorous climates. With the importance of sustainability, recyclability is embedded within the design of the customer’s mind. They can look for materials and style solutions to create exactly what their target market needs using product guidelines. Function and durability come from the primary materials; their eco-shell, G-1000, wool and down matched with their supporting materials of hydraulic, hemp and corylon. These unique materials give the clothing a waterproof feel and can be re-waxed using the G-1000 wax, made from beeswax and paraffin.
Pairing up for the most unlikely collaborations, Specialized and FjallRaven show a connection between hiking and riding bikes. FjallRaven, a company solely built on walking on foot, embarks itself within the realm of cycling and the accessories to help people explore the great nearby. Versatile clothing headlines this collab, with anoraks made from G-1000 polyester-cotton blend and hidden Napoleon pockets to help with adjustable ventilation. Expanding beyond its current demographic, this brand has marketed itself to the top picks of its new partner company. As they dive deeper into hiking and biking grow in popularity in the realm of adventure, these companies are hoping that they will provide a simple explanation of getting outdoors is suitable for both physical and mental health.