Inspired by beauty pageants, the NK Sweden Spring 2012 campaign is cleverly quirky and eccentrically styled. By embracing various titles such as Miss America, Miss Britain and Miss Italy, the ad campaign shows that this fashion retailer has an international appeal that can be mixed and matched for various personalities. For instance, Miss France has a cute and classic Parisian flair with her short bob and a-line dress while Miss Sweden is sophisticated in a minimalist caped gown.
The NK Sweden Spring 2012 campaign was lensed by Swedish photographer Marcus Ohlsson with creative direction by Garbergs. Stylist Naomi Itkes clad chameleon model Madelene de la Motte in pieces from Burberry, Marni and Acne, completing the looks with simple white sashes. Mike Lundgren and Katarina Håkansson were responsible for the transformative hair and makeup.