Oribe Holiday Collection 2025

Oribe partnered with Hugo & Marie for the brand’s 2025 holiday campaign and limited edition packaging. Oribe collaborated with Hugo & Marie artist Kustaa Saksi, who designed a bespoke tapestry inspired by his Nordic heritage and the myth of Sif’s golden hair. The finished woven artwork became the foundation for a suite of seasonal gift sets, transforming the packaging into a deeply considered extension of Oribe’s visual identity.

To bring the story to life, the Hugo & Marie studio team then partnered with the Oribe team to develop creative direction, strategy, scriptwriting, and copywriting. We then produced  the campaign shoot, capturing a series of short films and a photography suite over several days on location in the Netherlands.

The resulting campaign highlights Kustaa’s creative process and illuminates the relationship between art, mythology, nature, and beauty, as well connecting his weaving process to Oribe’s artirstry of hair. By revealing the making of the tapestry and its adaptation to packaging, the work underscores Oribe’s ongoing commitment to craft, storytelling, and artistry.