In Hokkaido, winter settles in with little effort. Nothing is embellished; everything has its place: open coastlines, weather-shaped fields, and aging wooden interiors. Through the lens of photographer Yuki Kumagai, we explore three days of deep winter, and a way of life where care is expressed through restraint.

We observe what endures, when everything unnecessary falls away: the raw beauty of nature, the traces left by time, and the calm that comes from choosing only what serves.

Tokyo-based photographer Yuki Kumagai set out to capture the season as it naturally unfolds and to explore our garments within that quiet rhythm. His work took us to Hokkaido — a region where winter is both elemental and deeply human. Coastlines pared back by wind, wooden interiors marked by decades of use, and daily routines carried out with a calm sense of care shaped the backdrop.

Kumagai worked observationally, documenting what was already present. His images reflect a way of life rooted in simplicity and attention — an ease with restraint, an appreciation for what endures, and a perspective that finds beauty in the unforced. In these settings, our garments found a natural place, becoming part of the landscape and the moments that move through it.

The parallels to our Scandinavian origins are evident, yet the viewpoint remains distinctly Kumagai’s — intimate, unhurried, and attuned to the small details that define a day.

Visual Direction & Photography: Yuki Kumagai
Styling: Shuhei Yoshida
Hair: Nori Takabayashi
Model: Hoshi Hijikata
Film Edit: Akari Eda
Music: Sailon
Photography Assistant: Yoshihiko Nio
Creative Producer: Junichi Arai
Creative Studio: MAU/MAU