Racer x Eamonn Freel

Tallinn-based Racer continues its narrative-driven approach with a new photographic project helmed by creative director Anna Himma and photographer Eamonn Freel. Expanding on themes introduced at Men’s Paris Fashion Week, the collaboration confronts post-ironic nostalgia and cultural identity with wit and sophistication.

Racer’s designs recall the clothing its founders once imagined owning—Western teen trends from the late 2000s and early 2010s, reframed through the lens of post-Soviet heritage. These pieces aren’t mere echoes of the past; they embody a playful critique of proximity and aspiration—being “so close yet so far.”

Freel’s photography captures this essence, bridging humor and poignancy while amplifying Racer’s ethos of thoughtful self-reflection. The result is a project that resonates with cultural specificity while offering universal relatability.

RACER WORLDWIDE

@racerworldwide

Creative Direction ANNA HIMMA

@annahimma

Photography EAMONN FREEL

@zeel_freel

Words by DONALD GJOKA

@donaldgjoka