photography-there's only one sprmrkt-aifw july 2008

It was a so perfect in the planning, so clinical in execution.

 SPRMRKT takes over a supermarket – how deliciously cool, how punk. And If you were lucky enough catch the delighted, if not gob-smacked facial expressions, on the hundreds grocery shoppers who witnessed the event, you’d agree that the Albert Heijn Royal Palace fashion take-over was a stunning success for the label.

Who would have thought, that in a place where toilet paper and tooth brushes are sold daily by the thousands, you’d see a line of beautifully dressed models, marching nonchalantly in strict formation like a well-drilled battalion from the cold war.

This was an ambush ‘Fashion Week style’