2018
Photo Credit
Simon Ho
www.sigrun.co.uk
About Sigrun The name Sigrun is one that dates back to Viking times, to one of Odins Valkyries to be specific and means “Victory Rune” or “She who conquers”. The brand is all about embracing the warrior within, cherishing femininity as well as masculinity, embracing the differences of the sexes. The aim of the brand is to make every person wearing it feel empowered and unique. The brand also strives to use materials that are cruelty free, sustainable and natural who decompose ideally at little or no cost to the eco system. Icelandic born designer, author and artist Sigrun Bjork Olafsdottir was born around the summer solstice in 1970. Her bedtime stories didn´t come from Disney fairy tales but were adventures of Norse mythology and tales of trolls, elves and hidden people. Highly tuned with her heritage, culture and customs, she seeks inspiration from the personifications of natural wonders and entangles it with human emotion, history and characteristics. Showing clear signs of a highly fertile imagination, she became a keen craftswoman at an early age. Constantly exploring new materials and methods for creativity as organic, sustainable and recycled materials are a definite favourite of hers. Sigrun entered the world of fashion via leather craft as she learned to mould and print on leather, creating some head turning hats, bags and other accessories. She hit the catwalks for the first time in 2015 when she collaborated with another designer and in summer 2016, she received a request for a collection of whole looks for a UNESCO heritage site catwalk at a Mythological Art Festival in Denmark. Luckily for Sigrun, her mother who learned sewing and tailoring as a young woman was at hand and Sigrun was put under very intense learning. Arriving in Denmark with her creations, Sigrun made the headlines with her mixture of mythology and fashion and her profile and designs have been under great demand both by artists, performers and the Viking and gaming communities since.
Designed in Danelaw | 2018
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Photo credits : James Alexander Lyon | Marcus Dickerson
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Designed in Danelaw | 2018
Kindred Spirits & Wounded Warriors’, is the Grand Finale during the House of iKons evening show in central London this September and is partly intended to raise awareness of how society treats soldiers once they can no longer serve. Sigrun, who hails from Reykjavik but is based in the UK capital, commenting said: “Employers are not willing to hire them and there is a huge need to provide support in so many areas - one being help to transfer skills or re-train.”
Photo credits : Marcus Dickerson | James Alexander Lyon
It is Sigrun’s hope that if the fashion industry - an industry that by many would be considered perhaps the “shallowest industry in the world” - is embracing our wounded warriors and bringing in diversity, then it is high time the rest of society does too.
Veterans from the British Army's 1st Battalion of the Royal Anglian Regiment, ‘The VIKINGS’, will walk the catwalk which includes and features two amputees - walking wounded - as part of efforts to challenge the stigma associated with war wounded in society at large.
Along with the Warriors, the Kindred Spirits are inspired from Icelandic nature. The colour selection in the collection all derive from one photograph taken in early autumn of the world’s oldest parliament at Thingvellir, Iceland. A highly creative and random collection, which captures the viewer and takes the imagination on a joyride.
Designed in Danelaw | 2018
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About The Brand Sigrun is a firm believer in “sustainable, cruelty free and natural materials” and strives to put emphasis on materials that do not leave footprints in nature, be it in its making or to decompose of them. This means that she prefers the use of organic materials including animals over the use of “fake” products made out of plastic such as polyester. Every year, she travels to Iceland and other Nordic countries to scout for new materials. She visits local tanners and creators who share her beliefs in “No waste” and who are using both ancient and modern methods of using and preserving old and new natural materials. Photo credits : Lulia David
“If a fish has to die because I am eating it then the best way I can show my gratitude and appreciation is to use as much of the fish in as many ways as possible so that a bare minimum of his being becomes wasted. Make the life count.” Recycling and upcycling is something she loves to do and more often than not, a garment will have a story behind it. This is not only in the form of inspiration, but also with a history of a part of its materials. Amongst the materials used in this collection is wool, silk, linen, cotton, fish leather, ostrich feet leather, feathers, fish bones, insects, lamb bones, old coins, horse hair, wood and vegetable fibres. Some clothes may contain nuts. Photo credits : Simon Ho
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Designed in Danelaw | 2018
Photo credits : James Alexander Lyon | Simon Ho | Daniel Taylor
Designed in Danelaw | 2018
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Meet The Wounded Warriors Colin Branch, who served with the Vikings for 14 years from 1991 to 2005, had multiple tours of duty in Northern Ireland and Croatia - with his last tour being Afghanistan.
He suffered a bilateral knee crush injury resulting in his right leg being amputated above the knee. Currently Branch works at ‘Help for Heroes’, ensuring the welfare needs are met for wounded, injured and sick serving service men and woman and veterans.
Wayne Harrod, a former Colour Sergeant in the Vikings, had a leg amputated back in 2004 after he was hit by a 10 ½ ton Spartan tracked reconnaissance vehicle. ‘Harry’, as he likes to be known, stayed in the army until 2011 when he joined the Poppy Factory’s mentoring programme in 2012. The programme enabled him to study and to find work.
Today Harry is now responsible for more than 1,000 war graves at Cambridge Cemetery.
Back in September 2017, Harry competed for Great Britain in the Invictus Games in Toronto, Canada, winning silver in the Men’s Road Cycling IRB2 Time Trial Final. For Sydney 2018 he has qualified and will be competing for team GB once again.
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Designed in Danelaw | 2018
Alda Bjork Olafsdottir is a singer/songwriter from Iceland who has enjoyed huge success selling over 5 million records worldwide in the late 90s. Alda, who was formerly signed to Zomba/Jive and the later on Wildstar Records has had top ten records in the UK and top five all over Europe, Australia and Asia including some number ones in East Europe.
She has been awarded a double platinum record in the USA, Gold in Canada, Gold in the UK, Gold in Japan, Gold in Thailand, Platinum in Hungary, Gold in Spain, Gold in Italy. Gold in Romania and Platinum in Australia and South Africa. All profits from the sales of her new track, “Kindred Spirits – Wounded Warriors”, will be donated to the aid of helping our real life wounded warriors to get back to work and rebuild their lives.
Lyrics : Kindred Spirits – Wounded Warriors Into the battle field Romantic notion for sure Enters the innocent Kindreds but innocent no more
It´s hard to be strong sometimes When the world has forgotten you But even harder more Is what the mirror has instore
Out comes the warrior – I am Savaged by war - I am Limbs blown asunder - I am And their friends are here no more
Yes you must look harder Deep within your soul I sacrificed this man for you That‘s who I am
Wounded warriors – I AM Hero´s of our time Their courage undenied Struggling spirits to stay alive
Wounded warriors Hero´s of our time Their courage undenied And spirit that stays alive
Wounded warriors – I AM Trapped inside their own minds Walking the path to Valhalla With the kindred by their side
Wounded warriors Locked inside their own minds Walking the path to Valhalla With the kindred spirits by their side
Producers: Alda B Olafsdottir Tó Miguel Oliveira Melody / Lyrics: Alda B Olafsdottir Vocals:
Designed in Danelaw | 2018
Alda B Olafsdottir Benny Braaten
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Meet the Models
Cali White Cali started modelling two years ago and is already working internationally with a growing impressive portfolio that includes Vogue. @caliwhite
Jessica-May Fox Jessica-May accidentally fell into modelling when she was persuaded to stand in for a no-show during a fashion shoot. She took to the camera like a fish in water and found that modelling gave her renewed belief in herself. @foxjessicamay
OanaChiriac Oanawas discovered as a model in her first year of high school and since then she appeared in numerous publications and shows for Romanian fashion designers. After years of living on the catwalk, she decided to take a break from modelling to attend her other passion: travelling and discovering the world. Now she's back, and she's full of energy! @oananicole11
Susan Finkbeiner Susan is an international models from the United States. She began her modeling career when she was 19 years old, and also has experience with US-based beauty pageants. She holds a Ph.D. in ecology and evolutionary biology, and a bachelor’s degree in entomology. She spends the majority of her time doing scientific research in the tropical rainforests of Central and South America, as a research associate with the University of Chicago. Susan started working with House of iKons in September 2017, and has since gained media recognition for her “double life” as a scientist and model. This publicity has helped her break stereotypes that exist in both professions, and her mission is to inspire young girls to pursue scientific careers. Susan has been featured in several international media sources, including People Magazine, Fox News, Al Jazeera, and more, along with recognition for her research discoveries in sources such as National Geographic, PBS Nature, BBC, and Smithsonian News. @scientificmodel
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Designed in Danelaw | 2018
Yvie McCormick Yvie started modelling at 15 and has been published both nationally and internationally in magazines such as British Vogue and Vogue Italia. She has had a front cover with an American Magazine and been seen on billboards, buses and posters. This September Yvie will be walking for the House of Ikons during London Fashion Week for the 7th time. Alongside modelling, she studies for a degree in Criminology, Policing and Forensics at university in London. @mynameisyvie
Ina Nica Ina, a Moldavian model who is based in Uk and has conquered Fashion for the last four years, walking for the House of Ikons for the last two years and became their brand ambassador February 2018, as well as being active throughout the year and being a published model in American and European fashion magazines. This July she won IAA Awards and is titled as ‘Young model of the Year 2018’. Moreover, she is representing United Kingdom for Hanna’s World Tourism in Philippines this coming November. Alongside her passion for modeling she is final year at the Law University in London, let’s not forget that ‘Beauty is legal’. @inanica.official
Katie Gould Katie started modelling at the age of 15 after doing a fashion shoot getting published front cover in America, since then Katie has held up an exciting modelling career getting internationally published 20+ times and being featured by British and Italian Vogue, she’s also done fashion campaigns for designers. Along with this Katie is a full time college student studying acting as well as keeping a part time job. @katiegouldofficial
Tiger-Lily Chandler Tiger-Lily has been modelling & acting since she was a child, appearing in a global Disney advertising campaign, as well as on tv, in film and in print. She made her debut on the catwalk in London at 15., and walked in February 2018 for the House of Ikons for the first time opening and closing for designers. Lily is also an accomplished Equestrian, with a large a following and recently won Social Media Influencer of the Year 2018. @tigerrlilyy
Orienne Brown Orienne started modelling at the age of 13. Her first runway show was House of iKons which gave her a taste of fashion. Although studying a health and social care course in college, she continues to build her portfolio where she appears in many major UK music artists videos and various editorial shoots. @oriennebrown
Designed in Danelaw | 2018
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Meet the models cont’d
Mario Supertramp @ne0n.god
Mario has been modelling for just over a year after he was discovered working behind a bar in North London. Often referred to as the Greek Viking, Mario brings a mysterious tribal attribute which is not easy to find.
Matthew Roberts @mr.mr.13
Matthew has been modelling for just over a year after falling into it through his love for photography. He has a strong background in fashion and studio shoots and loves the excitement of runway work.
Matt Adcock @m4tthewa
Matt has been modelling for over 7 years with a vast portfolio of experience including TV, film, international campaigns and health and fitness. When he is not modelling he can be found at the gym or on the football pitch.
Tiger @TigerFitnessUK
Tiger has been a professional model for 5 years and his portfolio spans from cultural to high fashion to athletic. When Tiger is not busy modelling, he works as a Personal trainer with a vast track record of success with his clients and many national publications written by and about his work in Health & Fitness.
Kyle Vosper @kylevosper
Kyle Vosper has been modelling for just over a year after he was discovered working behind a bar in North London. Often referred to as the Greek Viking, Mario brings a mysterious tribal attribute which is not easy to find.
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Designed in Danelaw | 2018
With special thanks for the incredible visual show backdrop to The Breath of Iceland.
The Breath of Iceland
2018
The breath of Iceland is a hugely popular small team consisting of Gaui and Lilja who travel around Iceland, shooting visuals with the use of various mediums – giving the viewer a unique perspective and view of this amazing country. In only 2 years, the duo have acquired mass following as they leave no stone unturned in their quest to share the true raw beauty of Iceland with the rest of the world.
ThebreathofIceland
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