The Elements by Gianni Vas for Björk and Berries
Sharing a brand vision through collaborations has become one of the most sought-after marketing tools. Creative partnerships allow brands to share their stories, infusing them with fresh perspectives, and offer opportunities to engage with their audience and beyond.
The Swedish lifestyle brand Björk and Berries refers to its storytelling as "Sagas," narratives that weave the magic of Swedish nature into their products. In these sagas, Björk and Berries share scent stories that transport us back to the childhood wonder of storytelling, when sagas were among our most treasured narratives. The brand began as a small project driven by a desire to preserve the magic of nature, its beauty, scents, and healing properties. By handpicking leaves
and berries, they captured the essence of Scandinavian flora in their first natural perfume, Smultron, meaning wild strawberry, laying the foundation for what the brand is today. Their scent collection is inspired by Sweden's ever-changing seasons and the uniqueness of its nature.
Road to Collaboration
SoMe served as the bridge connecting Ukrainian creator Gianni Vas with the brand. He emerges as a beacon of innovation and artistic flair in an industry where the merger between fashion and beauty has become a form of expression that connects the two sectors, from catwalks to celebrity perfume deals. He has carved a niche in styling, rapidly ascending from modelling to collaborations with Ukrainian and international brands. His journey, marked by complexity and resilience, mirrors the multifaceted character of the creative process itself.
Vas's explanation of his journey is a testament to the potency of determination.
"There must be a special talent for each visionary direction, and I felt confident in the styling field and developed very rapidly in it,”
he recounts.
This confidence and development led him from the streets of Kyiv to new partnerships, navigating through the highs and lows that punctuate the creative industry.
Giannis approach to scents goes beyond aesthetics; it's a deeper sensory exploration in which each element—earth, fire, air, and water—becomes a metaphor for human experience. Despite the geographical distance, language barriers, and the ongoing war with Russia, Vas created a unified vision that resonates with a younger, courageous generation.
For Vas, scents are not merely olfactory happenings but emotional journeys. His initial encounter with Björk and Berries' fragrances resembled a symphony of feelings, where each scent note played a vital role in shaping his vision.
"The notes spoke for themselves, becoming wild like fire, turbulent like water, enduring like earth, and light like air,"
he explains, underscoring the profound impact of scents on his moods. Instead of focusing on a single fragrance, he showcased the brand's olfactory library, interpreting each element against the dramatic backdrop of nature in Ukraine. Accompanied by captivating behind-the-scenes footage, the viewer is invited to follow
the creative process as it unfolds.
The collaboration was facilitated by the conveniences of digital communication and the help of a translator, Gianni's friend Tanya. This setup allowed for an exchange of emotions, visions, and energy.
"We felt each other... it seemed we could communicate with half a word, which is invaluable,"
he reflects on the synergy that defined their partnership.
Inspiration and Aspiration: Looking to the Future
His inspiration is drawn from the tranquility of water and the solitude of Trukhaniv Island in Kyiv. In these moments of solitude, he finds harmony and the source of new ideas. Looking ahead, Vas is excited about venturing into music video shoots for Ukrainian artists. He is the stylist behind Ukraine's Eurovision entry; Sweden is hosting the competition this year. Vas's journey underscores the importance of listening to others, embracing collaboration, and being open to
change.
"Listen to the opinions of others. Your vision is not always the most successful,"
he advises aspiring stylists and creative directors. This openness to feedback and willingness to evolve is crucial for growth and innovation. At the heart of Gianni's process is a mindset that resonates with the essence of brand-creator collaborations: "We connect to dissolve the current narrative into something unique." This mantra encapsulates his approach to imagination, emphasizing the importance of authentic expression.
A Love Letter to Björk and Berries
Reflecting on his collaboration with Björk and Berries, Vas jests,
"I fell head over heels in love with the brand; so, will you marry me?"
He jokingly concludes in the BTS video accompanying the beautiful campaign, shot only weeks before last Christmas outside Kyiv. This playful sentiment underscores the connection formed through the collaboration that transcend the ordinary and hint at a future with endless possibilities.
(To see the BTS & moving materials go to our Instagram)
Gianni Vas's journey, marked by resilience, can inspire aspiring creatives worldwide and brands to seek outside their comfort zone. It reminds us that in the world of art and expression, the journey becomes the destination, rich with experiences, emotions, and the boundless potential of the resourceful spirit.
To see the full collaboration go www.björkandberries.com
Article by Johanna Ljunggren
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