FIG. 015

The Great Escape

A Day's March × Owe Gustafson

A striped towel with an embroidered fish draped over branches — FIG. 015.1 — 2025 / Stockholm

Year: 2025
Role: Marketing Director
Discipline: Art collaboration
Location: Stockholm
Collaboration: A Day's March × Owe Gustafson

Creative direction for A Day's March's "The Great Escape" campaign, and marketing rollout. Direction include concept, art direction, styling, imagery, retouch, copy.

A Day's March and Owe Gustafson continue their long-term collaboration. In April 2025 they launched the summer collection "The Great Escape", consisting of 12 garments and accessories featuring playful, summery illustrations created especially for A Day's March.

The illustrations draw inspiration from Owe Gustafson's classic visual world and iconic aesthetic — naïvely drawn animals and colorful landscapes. The collection marks the fifth collaboration between the clothing brand and the artist.

The collection was released on April 25, 2025, in A Day's March stores.

Owe Gustafson in a blue overshirt with an embroidered elephant, among greenery — FIG. 015.2

Owe Gustafson in a pink shirt with embroidered palms — FIG. 015.3

Close-up of a striped towel with an embroidered fish — FIG. 015.4

A white shirt with a small embroidered frog on a hanger outdoors — FIG. 015.5

Owe Gustafson in a white t-shirt and black hat among plants — FIG. 015.6

Owe Gustafson seen from behind in a t-shirt with an elephant print — FIG. 015.7

Close-up of a blue overshirt with an embroidered elephant — FIG. 015.8

Close-up of a pink linen shirt with embroidered palms — FIG. 015.9

Owe Gustafson standing among dense greenery — FIG. 015.10

Blue worker overshirt with an embroidered frog — FIG. 015.11

Pink linen shirt with embroidered palms — FIG. 015.12

White t-shirt with an elephant print — FIG. 015.13

Canvas tote bag with a frog print — FIG. 015.14

Canvas tote bag with an elephant print — FIG. 015.15

White t-shirt with a frog print — FIG. 015.16

White t-shirt with a small elephant embroidery — FIG. 015.17

Striped towel with an embroidered fish — FIG. 015.18

White t-shirt with a frog print, alternate view — FIG. 015.19

Light blue seersucker swim shorts with an embroidered flounder — FIG. 015.20

White oxford shirt with a small embroidery — FIG. 015.21

Canvas tote bag with a frog print, alternate view — FIG. 015.22

White t-shirt with an elephant print, alternate view — FIG. 015.23

Canvas tote bag with an elephant print, alternate view — FIG. 015.24

Navy cap with an embroidered frog — FIG. 015.25

Navy t-shirt with a small elephant embroidery — FIG. 015.26