Dutch label Scotch & Soda loves a challenge, and they’re also stubbornly curious, a dangerous combination when it comes to the brand developing creative concepts. This year it tasked itself with venturing to Amsterdamøya, the most northerly place one can set foot in the world, in order to shoot its FW17 campaign.

The brand started out by searching for every Amsterdam in the world outside of the Dutch capital it calls home. Amsterdamøya was the furthest from home and hardest to reach, however, it was also the most appealing through pure curiosity. “The frozen fjords, towering glaciers and the sheer expanse of the icy tundra of Amsterdamøya made it the perfect backdrop to tell the story of our FW17 collection,” the label explained.

Shooting the campaign on the remote island in the Arctic Circle involved taking a 26 person crew—plus one husky—on a 41 hour, 3111 mile journey. But the tiresome trip didn’t demotivate fashion photographer Elisabeth Toll and film director Fleur Fortuné who managed to channel Scotch & Soda’s message that the unique spirit of Amsterdam can exist everywhere — even the most desolate parts of the world.

This trip was unique not only because we explored lands rarely visited by humans - it also showed that this brand distinguishes itself from other brands in its willingness to overcome obstacles in order to stay true to its values - we went to the real Amsterdam in spite of its location 18 hours by boat away from the mainland, instead of making the images somewhere else and claiming to be there - and we really did take our inspiration from everywhere during this memorable trip.

Elisabeth Toll

Surprisingly, the project didn’t end there. With 10 more Amsterdams on their research list, Scotch & Soda decided to send a drone crew to a small town called Amsterdam in South Africa, Amsterdam Island in West Guinea and Amsterdam village in Ohio, USA.

We’ll have more information on the FW17 collection very soon but for now you can check it out in the campaign images, campaign video and behind the scences video above. Visit scotchandsoda.com for further details.

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