Assignment: The brand Saga Kakala was created by Icelandic actress and entrepreneur, Ingibjörg Gréta Gísladóttir in 2013. Together with various artists and designers, she creates silk and cashmere scarves that use color and form to inspire and influence. Every collection tells it’s own story and is unique. The name comes from the "saga" of a 13th-century Icelandic chieftain called Þórður Kakali. Interestingly, this story, although quite short, has survived for almost 800 years in nordic literature. This fact inspired the desire to capture all kinds of stories (sagas) and visually portray them in collections of silk and cashmere. Ingibjörg hired design and communications firm Karousel to art direct and strategically manage her brand in 2014.
Approach: Ingibjörg enjoys exploring new ways of making Saga Kakala playful and different so we suggested working with fun and talented people. As a result, Shizuka, the second collection of luxurious silk and cashmere scarves, is designed by New York design studio karlssonwilker inc., which was co-founded by fellow Icelander Hjalti Karlsson.
Results: The result is vibrantly colorful scarves in a play of contrasts between textures and shapes. The shizuka scarves are a study of a parallel universe of shapes and asymmetric volumes. The collection is a visual story of contrast in texture, shapes and color. “We like the contrast between hard and soft, geometric shapes and the naturally soft and delicate silk,” says Hjalti with a smile and wraps one of the scarves around him. “I am really pleased with how they have turned out, I just might wear this one myself.”