Beauty in Repetition: A Lookbook Concept from Idun

Fashion & Style


There’s that old saying, “we all put on our pants the same way: one leg at a time.” While this quote is meant to reflect on what connects us instead of separates us, it makes me think about the rituals we take for granted. So much of our time is spent on autopilot, our minds elsewhere as we prepare for the day, move from one appointment to the other, checking off or not even noticing the mundane tasks we do each and every day.


The latest lookbook from IDUN was inspired by Kierkegaard’s idea that repetition is the only path to complete nirvana; that is, the acts of dressing, undressing, washing our hands, eating meals, etc. will bring absolute contentment. The mood and aesthetic of this lookbook is as beautiful as the sentiment.


While the team at IDUN explores this theory conceptually, the idea itself is at the heart of their values as a business, rethinking the way they themselves (and their customers) complete the process of dressing and, by extension, shop. The video and lookbook certainly made me think about my clothes differently, from the buttons to the special detailing along the seams inside my dresses. All of it special and considered.





Incase you missed it at the top of the post, here’s Idun’s lookbook video: REPETITION.

Concept & Art Direction: Rachel Schultz
Video: Cal Brue

BY Kate Arends - July 13, 2016

Did you know W&D now has a resource library of  Printable Art, Templates, Freebies, and more?

take me there 

Arrow Alone

Get Our Best W&D Resources

for designing a life well-lived


add a comment

  1. Harry Middleton

    July 14th, 2016 at 8:42 am

    Very beautiful model! Very good photographer!

  2. Mun

    July 14th, 2016 at 4:27 pm

    It absolutely changes the way I look at my wardrobe… for now at least 😉

  3. Homepage

    May 11th, 2018 at 4:55 am

    Thanks for suggesting me to play fireboy and watergirl with all unlocked level.

Leave a Reply

Your email address will not be published. Required fields are marked *


Why Decorating Your Home Is Good for Your Mental Health

What 10 Years of Blogging Taught Me

The Hidden Benefits of Being Incredibly Uncomfortable

6 Easy-to-Grow, Can’t Kill Houseplants for Beginners

The Golden Rule: A Dream Career Built From Love, Loss and Resilience

Introvert Dating An Extrovert? Here’s How To Make It Work

Tornadoes to Tablescapes: Life Inside the Lifestyle Blog

Black, White and Love All Over

Marriage – A Requirement of Commitment?

Women vs. Women, and a Little Thing Called “Self-Respect”

Homemade Green Tea and Honey Mask

An Apartment of Firsts: A Personal Story

The Abnormal Stories of Loud, Beautiful Women

5 Ways I’m Getting Beauty Sleep in a Season of Sleepless Nights

Life at the Kitchen Counter

W&D Podcast: A Conversation on the Aesthetics of Joy with Ingrid Fetell Lee

Meet Team W&D: Designer Extraordinaire, Raquel Benedict

Kate’s Picks: 8 Things I Tried in September and Loved


Arrow Alone

the latest

Thank you for being here. For being open to enjoying life’s simple pleasures and looking inward to understand yourself, your neighbors, and your fellow humans! I’m looking forward to chatting with you.

Hi, I'm Kate. Welcome to my happy place.

Easily navigate all our recommended products across beauty, fashion, decor, and wellness. 

SHOP W&D Loves ›