Laufey Channels Her Icelandic Heritage by Designing a Collection With 66°North
“It was about building an atmosphere that people could wear.”
With sub-zero temperatures and landscapes carved by ice, Iceland has long mastered the art of outerwear. For a century now, 66°North is one brand that has protected locals from the elements, doing so with a distinct sense of style. Now, as the heritage label marks its 100th anniversary, it’s ushering in the next chapter with a limited-edition capsule designed with Grammy Award-winning artist Laufey.
For Laufey, the collaboration feels less like a fashion moment and more like a homecoming. Raised in Iceland and dressed in 66°North throughout her childhood, the artist brings an emotional intimacy to the project that transcends aesthetics. Rooted in her deep connection to her Icelandic heritage, the collection was designed together with the brand’s team, and with her twin sister and creative director, Junia, to ensure every detail felt personal and true to her world.
The result is a thoughtful balance of function and femininity. Technical trench coats and utilitarian crossbody bags sit alongside a soft blue knit cardigan and headscarf designed to be tied with effortless elegance. Fresh off her second Grammy win and stepping confidently into the realm of fashion design, Laufey is expanding her creative universe. We caught up with the multi-hyphenate to talk about the collaboration, sisterhood and translating Icelandic identity into style. Read on for the full interview.
The collection drops March 10 on the 66°North website.
Can you tell us a bit about your collection with 66°North? How did this collaboration come about, and what does it mean to you?
The collection with 66°North grew from a shared love of Iceland and storytelling. I have worn the brand since childhood, so it felt deeply personal. The collaboration is about merging protection and poetry. It means a lot because it honors where I come from.
Iceland feels like such a core part of your artistic identity. How did collaborating with one of Iceland’s most iconic brands feel personally?
It felt like a homecoming. Iceland shaped my sense of scale, silence and resilience. Working with such an iconic Icelandic brand felt like representing that part of myself in a new medium.
Were there any specific memories or personal references that influenced the collection?
I kept thinking about childhood walks in unpredictable weather, layers wrapped tightly against the wind and the dramatic contrast between softness and volcanic landscapes. Those memories informed the textures and tones of the collection.
You’re known for your soft romantic aesthetic. How did you balance this with 66°North’s technical side?
I leaned into contrast. The fabrics are performance-driven, but the shapes and styling feel gentle and nostalgic. I did not want to compete with the technical heritage, but soften it. That tension became the heart of the collection.
Growing up between cultures and climates, how has this affected your current style?
Moving between climates and cultures made me adaptable. My style reflects that balance of practicality and romance. I gravitate toward pieces that feel timeless but also functional. I think that comes directly from growing up in Iceland while carrying Chinese heritage, too.
Your twin sister Junia plays a key role in your music career and in shaping your aesthetic. What was it like working together on this collection?
Working with Junia felt intuitive. We have a shared visual language from growing up together. She often pushes ideas further conceptually, while I focus on emotional tone. It felt collaborative rather than divided.
Do you two have similar design languages, or is there a lot of debate?
We share similar instincts. Sometimes one of us wants something more dramatic while the other prefers subtlety, but that push and pull ultimately strengthens the outcome.
Your music is very personal with deep storytelling. How did you translate that into designing?
I approached the collection like an album. There was a mood, a setting and a character in mind. Instead of melodies, I worked with fabrics and silhouettes. It was about building an atmosphere that people could wear.
Do you have a favorite piece from the collection?
I am especially drawn to the outerwear pieces. They feel like the truest reflection of the concept. Protective and structured but still soft in spirit.
Do you see yourself exploring more fashion design or collaborations in the future?
If it feels aligned and meaningful, yes. I would never design just for the sake of it. But I am curious about continuing to expand my artistic world into different forms.
