Ashley Deighton

The Bara Vara collection is a brand extension geared towards female millennials (born between 1980 and 1994), for the outdoor brand Fjällräven. Fjällräven produces outdoor clothing and backpacks, but no casual fashion collection. The collection is designed for young women with a lust and passion for life and nature. The collection is based on the concept of creating a new perspective on the world and establishing a new ‘way of life’ by Fjällräven.