Estonian Label Racer Unveils Captivating Photography Journey

The Estonian brand Racer has just unveiled its newest photography endeavor, collaborating with acclaimed photographer Eamonn Freel. Utilizing the visual collection of creative director Anna Himma, this project expands on the essence of Racer’s inaugural runway presentation — held during Paris Fashion Week in June.

Originating from Tallinn, this distinctive label is recognized for its vibrant storytelling and singular identity. Through this project, Racer seeks to examine the “Western quickie teen” trends that emerged in the late 2000s and early 2010s. Providing a novel perspective on these fashions, intertwined with the lingering “inferiority complex” of post-Soviet history, the project showcases black and white visuals with touches of gold.

Referring to the distinct sensation of being “so near, yet so distant,” this project presents much more than merely a fashion declaration or trend analysis. It serves as a tribute to the brand’s identity and its journey thus far, with the cooperative effort between Himma and Freel aiming to encapsulate a playful yet meaningful interpretation of youth culture.

Explore Racer’s new project above and visit the brand’s site for an in-depth look at its most recent collections.

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