FIG. 01 — Aalto Garments, print, 2024
Client
Aalto Studio
Year
2024
Scope
Packaging · Lookbook · Labels
Recognition
—
Aalto makes knitwear in small runs — merino from Portugal, cut and finished in Copenhagen, sold mostly by post. For the AW24 collection, Karin Aalto wanted the parcel to feel like the first fitting: something you open slowly, at a table, not tear at in a hallway. We designed everything the garment travels in, and the lookbook that sells it.
Three layers, one gesture.
The garment is folded once, wrapped in unbleached glassine, and closed with a single round seal. There is no box and no branded tape. The glassine is translucent enough that you see the knit before you open it — the packaging shows the product rather than covering it.
The hang tag carries everything a label usually shouts about, set quietly in one size of a grotesque: style, composition, origin, season. Nothing on it is there to sell. It is there to be kept, and customers do keep it — Aalto’s returns team started finding the tags pinned to noticeboards in the photos people send.
- Hang tag
- 70 × 50 mm · 600 g cotton board · one colour · blind-punched
- Seal
- Ø 38 mm · uncoated · wordmark only
- Wrap
- Unbleached glassine 40 g · one fold
- Care label
- Woven · 25 mm · composition and origin
- Lookbook
- 48 pp · 170 × 240 mm · Munken Pure 120 g · thread-sewn
- Collection
- AW24 · 14 styles · knitted in Portugal
“People film themselves opening the parcel. We never asked anyone to. That’s how we knew it worked.”
Karin Aalto, Founder
A lookbook, not a catalogue.
The AW24 lookbook is forty-eight pages and fourteen garments. Each style gets a spread: one photograph, its name, and the same four lines that appear on its hang tag. No prices, no model names, no lifestyle copy. The book is posted with the first order of the season and doubles as the catalogue for the shop.
The system has carried into SS25 without a redesign — new photographs, the same tag, the same seal. That was the brief we set ourselves: packaging Aalto could reorder for years without calling us.
Art Direction
Sofie Lindquist
Packaging Design
Magnus Holm
Lookbook Design
Sofie Lindquist, Magnus Holm
Photography
Anders Mølgaard
Print Production
Trykkeriet Munck, Aarhus
Client Team
Karin Aalto, Emil Vestergaard
