The Helgafell campaign by 66°North, photographed and directed by Rory Griffs in collaboration with Orienteer Studio, draws a direct line between the rugged character of the northern British fells and the low volcanic mountains of Iceland. Though thousands of miles apart, both landscapes share a similar temperament, unpredictable weather systems, rapid elevation shifts, exposed ridgelines, and terrain that tests the endurance of anyone moving through it.

 

Shot in the UK, the campaign mirrors the Icelandic landscape not through imitation but through shared atmosphere: moody skies moving fast overhead, sharp winds cutting across open moorland, colour shifts in the heather and grass, and the constant sense of weather arriving before you’re ready for it. This environment became the stage for a team of runners and mountain athletes who embody the spirit of 66°North. Resilient, adaptable, and able to operate in conditions that allow no room for hesitation.

 

The Helgafell collection itself is built for exactly these kinds of moments. Lightweight technical layers, wind-resistant shells, intuitive storage and movement-led cuts form a system designed to let athletes move freely while staying fully protected. Every detail is developed to handle the sudden transitions familiar to Northern landscapes: warm to cold, dry to wet, still to storm within minutes.

 

Visually, the campaign emphasises movement against weather, athletes driving forward across rough fell ground, silhouettes framed by rolling cloud banks, garments catching light in flashes between storms. By placing Icelandic design in a British context, the editorial reveals the universality of the elements Helgafell was made for. Whether on volcanic rock or peatland, steep trails or open moors, the collection’s purpose remains the same: to let people keep moving when the landscape pushes back.

 

The project stands as a shared homage to northern terrain, its beauty, its severity, and its ability to shape the people who run across it.