To embrace and be present in each mundane moment is to find true contentment.
Shop The Story
Model: Mattea Beeson
Director of Photography: Caylon Hackwith
Art Director: Rachel Schultz
Camera Operator: Tanner Hackwith
Sound: Calvin Brue
PROVOKE. 5.
PROVOKE
verb
To stir up purposely; provide a needed stimulus
/ Cecily Brown: “Madrepora” / “An immersive experience is projected through layers of paint in the hope that the viewer may lose themselves while decoding the compositions and obscurities. Garage.
/ Look Again / “One can already see all around Paris...figures of young women stand out because they look so outrageously ‘natural’...there’s nothing extra to deny the form of the body; the effect of a coloured hat, a belt, high patent-leather gauntlets that gallantly protect slender arms, a fluffy bow of Angora wool that wraps tenderly around the neck, are added in such a way that they appear thoroughly germane and necessary.” Frieze.
/ Meet Shaun Russel, Founder of Skandinavisk / How did it all start? What is the philosophy behind the brand? What is it about Scandinavia that he loves so much? Nordic Design.
/ Luigi Ghirri’s Brilliant Photographic Puzzles / “His constellation of favored themes is distinct: maps, landscapes, windows, still lifes, interiors, fog, the seaside, the objects in artists’ studios, people obscured in some way and many images that test the divide between the world and an image of the world. New York Times.
/ Blood Orange, Augustine / A deep dive into sound, songwriting and theater. Includes a link to preview the band’s newest album. Pigeons & Planes.
PROVOKE. 4.
PROVOKE
verb
To stir up purposely; provide a needed stimulus
/ Grounded / A short poem by Karen Harvey, inspired by early memories of oppression and a longing for freedom and adventure. Popshot Magazine.
/ Yara Flinn: On Quitting Fashion Week / "I worried too much about how the run of show is going to look, and I'm just like — this isn't what my brands, that's not what I want, I want easy clothes, I want everyday clothes, I want statement pieces that people are going to wear all the time." Fashionista.
/ Chance the Rapper Colors Outside the Lines / "Though mass-produced, a coloring book gives every person who utilizes it an opportunity to create their own version of reality. You can choose to use lighter or darker colors. You can draw inside the lines or stray away from the format. Either way we are all given some basic outline of how to exist, and we have to fill in that space with whatever makes the most sense to your personal experience." The Green Room / Walker Art Center.
/ Murder, She Wore / Over 12 seasons solving mysteries, Jessica Fletcher occasionally wore something interesting. Tumblr.
/ John Waters: 'Stop Blaming Your Parents' / "I always feel bad when I meet celebrities and I can just tell every single thing about their personal life, I just say, 'Well, they don’t have friends. Or a therapist.' Once you have both, you don’t have to share everything with people, because then you don’t have a private life, and then you’re, I guess, a workaholic." The Talks.
Image: Murder, She Wore.
REINVENT. Uniform
Basics. Staples. The ubiquitous style uniform. Many women hear these words and think sameness. A lack of individual essence. Many fashion magazines reinforce this, featuring product roundups with little or no distinction. And many of us accept it, this ease of repetition, in exchange for our imagination and experimentation. Or personal reinvention and discovery.
And yet.
There is something to be said for knowing yourself and your style preferences. Perhaps despite season or trend, you desire tailored jackets. Or you might be known among friends for eye-catching adornments that set your otherwise simple ensemble apart. When a much-loved object or silhouette becomes part of your uniform, it is of course easier to get dressed, to hone your style and, yes, to shop.
But what is the middle ground, between thoughtful repetition of iconic, personal pieces and mindless dressing? The designers at Idun embrace this reinvention of uniform. And it carries a lot of weight with us, mostly because it can be done on a timeline that fits anyone’s preference.
Small reinventions, with an eye toward our personal style — both current and aspirational — and added to our daily staples can take many forms. A simple white button-up with an interesting, rounded hem. Or a well-made pair of jeans with eye-catching closures. It’s the elevation of a simple design, without sacrificing comfort, longevity or wearability.
We have selected a handful of pieces from the shop that fit this definition for you to review. We encourage you to consider them, ask us questions, and become curious about how one or all could be incorporated into the foundation of your wardrobe.
We believe it’s smaller reinventions like these that are most influential in one’s daily life and we look forward to sharing more opportunities to grow, reinvent and transform the way we all think about timeless, effortless style from season to season in posts ahead.
Idun
1 / RACHEL COMEY, Legion Pants
3 / CARLEEN, Reestyle Shirtdress
5 / EMERSON FRY, Open Toe Slide
6 / 7115 BY SZEKI, Signature Racerback Maxi
7 / EMERSON FRY, Luxe Emerson T
8 / MYKITA, Maison Margiela 'mmesse010' Sunglasses
Three.
Three Word Poem inspired by Hillary Brue,Idun's Shop Manager.