Campaign
Ready to Crash and Burn
The Artless x Nenthe campaign.
This is what summer feels like when you stop holding back. Where you stop calculating the risk and just go. Where the burn isn't something to avoid: it's the whole point. Just here for the thrill of it. Not afraid to catch fire along the way.
Ready to crash and burn is a mood, a mantra. A way of moving through the world completely unbothered whilst on fire.
We had been on each other's radar for a while. Same taste, same eye, same distrust of anything too polished. Collaborating felt about as natural as it gets.
So we designed the cap together and built a campaign around it. In it we walk through Amsterdam with director Victor Griffioen and with Emily herself, thirty five weeks pregnant, on one of the hottest days of the summer. They tell us what drives them, what inspires them, how this collab came to be, and what their ideal summer looks like.
Victor Griffioen
Meet Victor. A dear friend of Emily's who knows Nenthe inside out, and one of her most loyal supporters. Always up for an adventure, afraid of nothing, he fits the manifesto's energy better than anyone else.
He's also one of the muses who keeps Nenthe inspired. His eye for today's zeitgeist is a constant source of new inspiration and references, which he and Emily endlessly share with one another to keep inspiration and fresh visual ideas going.
Victor Griffioen is a film director based in Amsterdam. Fascinated with moving images and storytelling, he focuses on visualising concepts into stories that are innovative and imaginative. His visual style can be characterised by synesthetic colour use, playful elements, and is always stylised with a fashion tone.
Get to know him as we walk and talk through Amsterdam, where he discusses his muses, summer plans, roman numerals, and what references drive his source of inspiration as a creative.
Emily Oostveen
Meet Emily. Nenthe is hers, a visual archive of feelings picked by gut rather than by trend, and the manifesto at the top of this page is hers too.
She chooses an image for the way it lands rather than the way it performs, which is what gives the archive its calm, unstudied look, and it is the same instinct that decided almost everything about this cap.
Emily Oostveen founded Nenthe in Amsterdam. We filmed her thirty five weeks pregnant, on one of the hottest days of the summer, which tells you most of what you need to know about her.
Get to know her as we walk and talk through Amsterdam, where she talks about where Nenthe came from, what she is drawn to, and what her ideal summer looks like.
