Fashion

ATP Atelier's Summer 2022 Campaign Is a Reminder Not All Vacations Are Picture-Perfect

The label captures its latest collection in a series of tongue-in-cheek visuals.

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4,234 Hypes

ATP Atelier's Summer 2022 Campaign Is a Reminder Not All Vacations Are Picture-Perfect

The label captures its latest collection in a series of tongue-in-cheek visuals.

ATP Atelier, the sustainable luxury brand from Sweden, has launched its first-ever High Summer collection with a series of tongue-in-cheek visuals. The campaign, dubbed “The Perfect Vacation,” is a reminder that summer vacations aren’t always picture-perfect and also serves as a celebration of “all the vacation pictures that never made the feed,” as per a press release.

“Every summer we’re force-fed content where people show off their perfect vacations. An endless number of pictures featuring perfect tans, views and hotel rooms flood our screens. But let’s face it, summer is also about low blood sugar, too little sleep, and overheated cars,” the label’s brand manager Carin Falk shared the inspiration behind the images. ATP Atelier’s staff members are seen falling into a swimming pool, struggling with an overheated car and dealing with a “BBQ explosion” in the photos, perfectly portraying the mantra, “Don’t forget to pretend to have your sh-t together for strangers on the internet today.”

Leading the collection are all-new raffia materials on tote bags and shoulder bags, as well as platform sandals, heels and slides. Maintaining a neutral, earthy palette, the range also features strappy silhouettes perfect for summer cocktail parties, in addition to chunky flip flops and buckled mules.

Peep the campaign imagery above. ATP Atelier’s Summer 2022 collection is now available on the brand’s website. You can also shop the label via retailers like HBX.

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