Behind the product - Bára Hólmgeirsdóttir AFTUR

Behind the product is a short-doc web series based around icelandic fashion designers and delves behind the curtains of icelandic entrepreneurs and designers who run their brands in the creative bustle of Reykjavik's city center. First up is Bára Hólmgeirsdóttir for AFTUR. 

Aftur is an environmentally friendly fashion brand that focuses on sustainable production through the ideology of upcycling. The purpose of Aftur is to get people to take better care of their environment and really think about consumerism

Behind the product is a short-doc web series based around icelandic fashion designers and is produced by Blóð stúdíó. The series delves behind the curtains of icelandic entrepreneurs and designers who run their brands in the creative bustle of Reykjavik's city center. The series goes beyond the glossy imagery of design and sets focus on portraying a realistic image of the people behind the designs and how their products come to be - from an idea, to a fully fledged product. 

Icelandic design in itself is a young profession but constant expansion with enormous possibilities in both job and value creation. Behind the product engages the modern customer with informative short videos that emphasize on the human aspect of design and the process of product making. The project's objective to aid in the sustainable growth of icelandic design through accessibility and visibility.