The vision behind our first campaign

From The Breakup to The First Wave

There is a moment, just before spring arrives, when winter loses its charm.

In Sweden, March is not a season of magic - it is a season of longing. The snow no longer feels special, the holidays are behind us, and the darkness overstays its welcome. It is the moment when the pull toward warmth, light, and movement becomes undeniable.

The Breakup is born from that feeling.

At its core, the campaign tells a story of leaving - but not leaving a person. Instead, it’s about choosing to leave winter behind. Through Ikini’s voice, it begins like a personal goodbye. But as the story unfolds, it becomes something else. Not heartbreak, but freedom. A decision to step away from the cold and darkness and go into something lighter, brighter and more alive.

It takes a feeling many of us share and makes it personal. It turns longing into something active - something we choose. A moment where staying the same is no longer enough.

Launching in March is intentional. We do not wait for summer to reach its peak - we meet our audience when their desire for it is at its fullest. We are not selling a season - we are offering the decision to enter it.

And that choice leads to something new.

The First Wave.

It is our first release, our first collection, our first step forward. 

Because after letting go comes movement.

After The Breakup comes The First Wave.