Posted on by Cameron Tewson

Football met Britpop and all the glory of the Nineties Manchester scene — as viewed through the Scandinavian lens of Danish label Soulland.

‘Exotic / Erotic’ collection met the digital revolution this season by utilising smartphone technology, Soulland invited their guests today into a presentation though a Soulland App for iPhone . Viewers could point their iPhone at a model, all standing in front of a green screen and see the inspirational elements of the collections unfold in moving pictures before them. In turn of course it could be shared by social media!

Individual pieces that each held their own but also created a cohesive sense of contemporary youth culture. ‘Romanticising the ordinary’ is how Soulland describes it.

About Cameron Tewson

Celebrating five years online,, founded by Cameron Tewson in 2012, is an online media outlet which consists of his musings, thoughts and observations within the fashion industry; editing from both front row and backstage at shows across the globe. With an ever growing following from around the world, Cameron and his work on has been named one of the top ten bloggers in the world. Cameron and has previously consulted and worked for brands as well as global organisations which only adds to the depth, style and insider knowledge., is the number one destination for all things luxury including travel from Summer 2017. View all posts by Cameron Tewson →