AW18 LOVE RECORDS LOOKS

The Love Records collection revolves around the most essential element of life—love. At once omnipresent and elusive, the quality of love that we explore here is that it’s both inherently real and utterly incomprehensible. Love is weird.

Weirdness, imperfection, oddity, everything unexplained and out of the norm—a coexistence of the strange and the normal is deeply rooted in the Finnish culture since the pagan times. It manifests itself as strongly now as it did in the time of writing the national epic Kalevala, a compilation of traditional folk poetry about gods and goddesses that strangely resemble humans. The tradition of imagining a twisted version of reality continues today with the literary genre dubbed the Finnish weird for its surreal view on our everyday world. On the music scene, the artists from the Love Records label founded in the late ‘60s created free spirited, progressive sound with psychedelic notes. The label’s logo is a tribute to love in all its forms. For all its weirdness, diversity and contradictory nature, love provides the ultimate twist to the reality.

Photography by Pablo Ravazzani

Original Love Records artwork by Harri Manner