Estonian Label Racer Explores "Post-Ironic Nostalgia" in New Photography Project
Building on the spirit of the brand’s debut runway show at Paris Fashion Week.
Estonian label Racer just announced its latest photography project, teaming up with renowned photographer Eamonn Freel. Tapping into the visual archive of creative director Anna Himma, the project builds on the spirit of Racer’s debut runway show — which took place at Paris Fashion Week in June.
Based in Tallinn, the distinctive label is known for its bold narrative and unique identity and with this project, Racer aims to explore the “Western quickie teen” trends from the late 2000s and early 2010s. Offering a fresh perspective on these trends, blended with the leftover “inferiority complex” of post-Soviet history, the project features black and white imagery with hints of gold.
Nodding to the unique feeling of being “so close, yet so far,” the project offers far more than just a fashion statement or exploration of trends. Acting as a celebration of the brand’s identity and journey so far, the collaborative relationship between Himma and Freel aims to capture a playful yet profound take on youth culture.
Take a look at Racer’s new project above and head to the brand’s website for a closer look at its latest collections.
While you’re here, check out our favorite fashion campaigns of 2024.
