The Wear Your Survival Kit campaign reimagines Fjällräven backpacks through the lens of an '80s slasher film, blending survivalist themes with cinematic horror aesthetics. The photoshoot features characters navigating eerie, suspenseful settings where their Fjällräven gear becomes an essential tool for outlasting the unknown. Dramatic lighting, retro-inspired styling, and intense compositions capture the thrilling energy of classic horror movies. This campaign positions Fjällräven as more than just a

backpack—it’s your key to survival, whether in the wilderness

or a horror-movie scenario.