FRIEDEN is a fashion brand promoting peace through contemporary clothing. Their Spring/Summer 2022 collection titled “Ceasefire” is an expression of the now: a call for a ceasefire in a time where the world is turning increasingly cynical. Where the thought of peace seems to have become utopian.  Or maybe, at best, something for a virtual realm – like the metaverse. Escaping into a world of deceiving harmony, the campaign confronts peace clichés with bold looks. Suggesting that the hope we need today can no longer be a passive force, for it has to become a defiant one: Hope as resistance.


Photographers: Prats Paula, Lee Xar
Hair & Make-up: Zanten Van Dean
Styling: Conzen Momo, Zanten Van Dean
Model: Teru (Agency Vein)