Review of Soft Goat Fall 2024 Ad Campaign by Creative Director Columbine Smille and Photographers Sebastián Sabal-Bruce and Jack Grainge with model Mirthe Dijk
Soft Goat celebrates knits and New York with its cozy yet cool Fall 2024 campaign by photographers Sebastián Sabal-Bruce and Jack Grainge.
The Stockholm-based contemporary knitwear brand continues to find unexpected versatility and vision while staying true to the design realm of simple cashmere classics. The beating heart of New York City feels like a smart choice of setting to bring this practice to life: Sabal-Bruce captures his models in motion against the layered and angular urban backdrop. Despite the energy and dynamism of the city, these moving portraits convey a sense of tranquility among it all, exuding warmth and comfort in the winter afternoon sunlight.
Focusing in on a strong balance of calm coziness and dynamic forward energy, the campaign is a strong way to reframe the timeless versatility of knitwear ahead of a new cold-weather season.
Soft Goat Creative Directors | Stephanie Bergström and Erik Magnuson
Stylist and Director | Columbine Smille
Women’s Collection Photographer | Sebastián Sabal-Bruce
Men’s Collection Photographer | Jack Grainge
Hair | Adlena
Makeup | Chloe Grae
Location | New York City