Some days ago we dropped our latest lookbook KATALOG. Shot by Petter Berg and art directed by Dag Granath, the lookbook features some of the atelier most classic tailoring styles from the Napoli and the Toscana line.
The name of the lookbook itself refers to early post order catalogues where fashion products where displayed clinically and could be bought via telephone or mail order. When flickering through the book “Postorder nostalgi” (eng. Post order nostalgia) by Jenny Olsson it is hard to grasp that this was the way people bought there clothes not that long ago. Uncomfortable as it may sound, as the title implies it is hard not to get nostalgic about it. It tells a story of a retail and fashion landscape so vastly different from that of our digital age with its "see now, buy now"-logic. The mere idea of having to call or send a letter to buy a product seems ridiculous to the vast majority of consumers today. Regardless of whether that is a good thing or a bad thing, it is worth a thought.
Somewhat ironically we chose this name as the KATALOG is about presenting a generic tailored Atelier Saman Amel look. Something straight forward and clear. In its essence, the atelier look is about building a bridge between the world of formal attire and casual clothing, however, in this lookbook we put focus on the tailored suit.