Creative Agency Save-Our-Souls, founded to explore the borderland between entertainment and commerce, launches this week with an artistic project entitled Salvation Wear. Delving into themes of art, design and technology, the new agency launches to initiate commercial and artistic ideas for themselves and others. Working in the mediums of their clients has seen the team adopt a new approach to agency life, resulting in an unconventional technique on creative output.
save-our-souls.co // @save____our____souls
Save-Our-Souls’ approach is to become, if only for a moment, a part of the industries we love
*Co-founder Ashkan Azadi
Exploring the sinful aspects of hype culture and sparking a conversation about the nature of today’s commercial pursuits has been the starting point for Salvation Wear. Where the line between ethics and desire, lust and guilt is finer than ever. Save-Our-Souls have designed a campaign and
collection, attracting a group of young shoppers driven by sin. Celebrating those who push boundaries, break taboos, and challenge the holy truths of today, to reveal Salvation Wear.
The campaign itself is presented by a new brand character, The Salvation Chic. Defined by a combination of different attributes, a juxtaposition where the good meets the bad and the sacred meets the commercial but always defined by a cast of rowdy kids looking for trouble. Personalities come across profiles of the THE DRIPPING RABBIT, THE CREAM PUNK and THE RECORD SLAVE.
For them the true task is to translate a line of products claiming to give salvation to its consumers, integrating products that celebrate the sinner generation of today and encouraging them to keep on sinning by being their worst selves.
A full range of high-fashion items, explore a universe where restless wild hearts are haunted by their addiction to sin. Good meets bad and sacred meets commercial, where Devil graphics adorn four S-O-S TEE’s with personality. Altar bread symbolism comes to life in iconic, SALVATION BREAD bikinis. Wearable and edible, the cherry flavoured treats are for the brave. Symbolising lust and
redemption, the patches appear throughout the collection and form a stand out hero PATCH TOP. TENNIS SKIRT and BOXER complete the full collection with interchangeable items.
Salvation Wear is a fashion initiative but in the future we would like to immerse ourselves in other areas like for example architecture, art or tech.
Save-Our-Souls is a new creative agency collaborating with visionary brand leaders and talents that aim to have a defining impact on culture. By exploring themes in the borderland between entertainment and commerce, the agency initiates artistic and commercial ideas for itself and its partners. The agency was founded by celebrated creatives and strategists Clara Uddman, Ashkan Azadi, Olle Langseth and Jesper Hellzén in Stockholm 2021.
