The way she’s going, Kriss Soonik is going to have to come with a new word to describe her utterly unrivaled, offbeat undergarments.
It’s not just lingerie, and it’s grown beyond the loungerie label that Soonik has been using to define her collections.
What would you call lacey lounging pieces that don’t look out of place on a beach, paired with rubber boots?
The London-based designer traveled to her native Estonia in April to shoot this highly original campaign called On The Beach, which showcases her all-navy range for S/S 2012.
If there’s a message in this campaign, it’s that Soonik’s creations fit in anywhere. And if her open-backed, hooded Inge wrap or the popular Diana Wings robe aren’t enough to leave a lasting impression, the big plastic blow-up whale or the fresh fish certainly will.
This label has been expanding its catalogue gradually, refining popular styles and adding new ones sparingly. There are some new additions on the KS webshop these days, including the beautiful Lotta lace-and-mesh suspender top that evolved from last season’s Kristel top.
And here’s something worth waiting for: Soonik’s not-to-be-missed bridal collection, which will debut later this week. As always with this terrific label, expect the unexpected.