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SOAP! - “Always Fresh”




SOAP! was initiated by me and  Lola during our studies at the Amsterdam Fashion Institute. Together we occasionally slipped between the cracks of the school system to

explore

on our own. Putting our branding knowledge into practice and learning about the design and production process of garments along the way, it escalated quickly from innocent play to a serious business.  

Born out of a craving for

childish

play and mischief, SOAP! was initially named after the soap bubbles in 17th century art – a symbol of ephemeral youth, fun and

foolishness.

Bringing together good vibes, a touch of old school and an (un)healthy dose of cheesiness, SOAP! creates streetwear that takes cues from childhood-inspired stories and the

mundane

of everyday life.

www.soap.amsterdam

















creative direction

 
Marcelle Novelli,
Lola Vogels



photography 

 
Lola Vogels, 

Tessa Ruger


editing

Marcelle Novelli  


models

Ashwin Lindo,
Reiky de Valk,
Noah Canales

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