“We chose the site on 100 Regent Street and 33A Glasshouse Street for two reasons,” says 66°North’s CEO Helgi Oskarsson. “Locals and tourists alike come here to be inspired, and the retail experience we’re building will contribute to that. Second, the space at this particular address was capable of fitting our vision.”
While the exterior is sure to catch the attention of curious passersby, the inside of the space is where the real magic happens.
An 18-meter long curved wall by the Regent Street entrance starts the customer’s journey as they are transported into this experiential tactile world where light plays against walls clad in rammed earth. The materials on the shop floor — all locally sourced — are mainly earth based throughout and the walls are arrayed in natural British clay. The positioning and varying heights of the clay walls creates a layout reminiscent of the Icelandic landscape with a flow that creates a playful sense of discovery — details unfold as visitors move further within the space.
As Iceland’s first B-Corp certified company, 66°North hopes to inspire other Icelandic companies to follow suit and join the global movement for an inclusive, equitable, and regenerative economy.
New limited-edition and premium dollz, Jade and Felicia, received a head-to-toe MOWALOLA makeover including their signature Bundle Bag with mix and match looks for “DRIP GAWDS”. Two ready-to-wear looks, platform boots, and custom eyewear, represent the designer’s transgressive attitude with intent to merge the fantasies of fashion and play.
For the campaign, the dolls are seen in an oh-so underground setting with Mowalola McDonalds cups and fries trashed on the subway car. Bratz ads poster fan favorites, Jade and Felicia, next to graffiti to showcase their shaved brows, mismatched eyes, layered hair, and bold features.
"I have always been fascinated by Bratz dolls with their extreme beauty, looks, and out-of-this-world-fashion," Mowalola said. “This collaboration with the brand gave me the opportunity to re-examine the ideals of beauty and femininity and how I could bring Bratz into my world and make them reflect my own ideas of beauty."
In designing the collector dolls, Mowalola Ogunlesi, Creative Director and Founder of Mowalola, drew from the team’s favorite collections including Tokyo A Go-Go, Pretty ’N’ Punk, Treasures, and Live in Concert. The haute fashion doll collection is a continued celebration following this year's 21st Anniversary of Bratz.
The Bratz x Mowalola limted-edition collector dolls are available online at Walmart, Target, Amazon and Mowalola.com.
