AUTUMN/WINTER 25
PACKLIGHT
“Passage of Time”
Campaign for Kolon Sport Autumn/Winter 2025 Packlight Collection
This collection focuses on backpacking in every condition. The campaign was intentionally unpolished, aiming to show the raw and authentic experience of being outdoors. We defined the concept in Lofoten, northern Norway, where conditions change by the second and light is scarce. This brief was created by Hyld Studio to guide the creative direction:
“The passage of time is a relative state—an elusive concept that resists concrete definition, yet shapes every aspect of our lives. Each moment flows into the next, connecting the past, present, and future.
We use light as a metaphor for the passage of time—representing clarity, knowledge, and the illumination of our existence. As sunlight stretches across the sky, it marks the transition from day to night, reminding us that time is always in motion, ebbing and flowing like the tides.
Light reminds us that every experience—whether radiant or dim—is an integral part of our journey through time.“
Retouch: @wildashstudio
Videographer @jonhjelholt
Styling @jonasabbotts
Art direction @hyldstudio
Production: @hyldstudio
Models: @molly_merland @yayodin