Nordic Poetry repositions itself as a Conscious Luxury Archive
FOUNDED in 2010 by Ameli Lindgren, the reputable Brick Lane-based luxury vintage store Nordic Poetry repositions itself as a Conscious Luxury Archive. By rebranding its website and holistic brand identity with help from Scott Temple Smith, Nordic Poetry places emphasis on the rarity and uniqueness of the pieces on offer.
Lindgren, fuelled by her dedication to ethical consumption, strategically repositions the brand as an archival space to reinforce the importance of sustainability in a world highly fixated upon fast fashion.
Lindgren shares: “In a malleable, ever-changing fashion landscape, I am committed to sustainability and that’s what’s wonderful about this business, the constant learning required to become an expert in the field.”
Nordic Poetry’s e-commerce site, nordicpoetry.co.uk, has been rebranded to further demonstrate the new position of the brand and displays the pieces in a refined, sophisticated manner.
The new site launched on July 6th, featuring a lookbook inspired by the iconic British designer, Vivienne Westwood. The brand plans to continue releasing lookbooks with each shoot being a collaboration between Nordic Poetry and different talented, promising photographers.
Additionally, a new Archive section has been added to the site where one is able to rent the most exclusive pieces for high-profile events, such as red carpets.
By maintaining a focus on sustainability alongside supporting up-and-coming creatives, Nordic Poetry reaffirms its reputation as an upstanding, ethical brand.
by Sophie Richardson
Creative Direction: Ameli Lindgren and Curtis Jehsta
Photography: Curtis Jehsta
Stylist: EJ Ellison and Ameli Lindgren
Styling assistants: Anaïs Saint-Charles and Sabrina Raso