Oribe | Studio & Marie

Oribe partnered with Studio & Marie artist, Kustaa Saksi.

StrategyCampaignContent

Our Collaboration

Oribe is defined by depth, intention, and craft, a commitment reinforced by our campaign for the brand. The multi-faceted campaign links mythology, materiality, and hair artistry into an expressive, narrative world. Oribe’s holiday collection is a culturally grounded expression of craft and authorship, which comes through each layer of the collaboration.

COLLABORATION WITH ARTIST KUSTAA SAKSKI

Artist Kustaa Saksi’s woven tapestry served as the conceptual foundation for the campaign, drawing on Nordic mythology and the story of Sif’s golden hair.

The artwork combined traditional weaving techniques with layered materials to create a tactile artwork that was translated across packaging and elucidated in a film.

Oribe’s artistry of hair aligns perfectly with the textile, anchoring the holiday collection in shared values of craft, transformation, and care.

Kustaa Saksi’s woven tapestry is inspired by Nordic mythology.

“The collaboration was about shared values: a love for detail, a respect for tradition, and a bold, creative spirit.”

Kustaa Saksi

Each year, Oribe’s holiday campaign is anchored by a singular artistic collaboration.

A Cultural Moment

Oribe’s holiday collection is a cultural moment, not a seasonal promotion, and our strategy positioned the brand and Saksi alongside one another. A single artistic collaboration anchored the work, turning craft, authorship, and material intelligence into connected brand assets across packaging, film, and storytelling.

Making the Artist’s Process Visible

The work reinforces Oribe’s commitment to care, precision, and craft, foregrounding process, documenting Kustaa Saksi’s weaving practice on location in the Netherlands. We captured the making of the tapestry and its translation across formats.

The brand and the artist share a deep appreciation of craft.

The tactile artwork that was translated across packaging, and elucidated in a film.

Artistry is at the heart of Oribe’s brand DNA.

Studio & Marie is an evolution of Hugo & Marie, founded in 2008.

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