How fashion label Maison Hotel fell for the real-life bohemian paradise of author Hjordis Fogelberg

A Renault 4 tumbles along a bone-dry camino, sending clouds of pale pink dust swirling skyward. The air fizzes with the crackle of cicadas. A tousle-haired blonde woman in a cheesecloth smock shades her eyes from the midday sun. It could be a music video clip from the 1970s, a fleeting image of Ibiza caught on Super8 camera, or a tribute to Pink Floyd. It is, in fact, the creation of Madrid-based brand <a href="https://www.maisonh.com/">Maison Hotel</a>, whose summer 2022 campaign features the very real world of writer and author Hjordis Fogelberg, her mother Bel and her daughter, Finn. Hjordis &ndash; of Danish / Australian descent - was raised on the island since birth and, apart from a stint at a very proper English boarding school, has lived here her whole life.

Hjordis Fogelberg for Maison Hotel

Hjordis Fogelberg, her mother Bel and daughter Finn for Maison Hotel

Her mother Bel, a fabled beauty, was originally married to the explorer and deep sea diver Ted Falcon-Barker, with whom she discovered both the lost city of Epidaurus, off the coast of Yugoslavia, and a two-thousand year old shipwreck in Ibiza. This later escapade is recorded in detail in the fascinating book <a href="https://books.google.es/books/about/Roman_Galley_Beneath_the_Sea.html?id=dfYQAQAAIAAJ&amp;redir_esc=y">Roman Galley Beneath the Sea</a>. Bel later met and married Hjordis&rsquo; father, know on the island as Danish George, in Ibiza in the 1960s. Hjordis and her brothers grew up in a far-flung finca on Cap Martinet, where they spoke three languages and ran wild with the children of hippies and rockstars. Hjordis&rsquo; daughter Finn has lived on Ibiza her whole life and the three women make up a remarkable trio, an exemplar of authentic Ibiza living.

Hjordis is the author of the much-loved insider&rsquo;s guidebook series, <a href="https://www.instagram.com/myibizaandformentera/?hl=en">My Ibiza and Formentera</a>, and it was through the books that Amrit Balani and Samuel Macias, founders of Maison Hotel, became acquainted with her covetable island lifestyle. &lsquo;We came across Hjordis through social media,&rsquo; says Samuel. &lsquo;We loved the vision that her guides gave of the island, and through her photography we discovered the three generations. It was impossible not to want to collaborate with three such charismatic women! We want to tell real stories through our work, not something fictitious. It had to be these three!&rsquo; The result is a campaign that distils the very essence of Ibiza&rsquo;s authentic allure, shot entirely in and around Hjordis&rsquo; blue-painted home in centre of the island.

Hjordis Fogelberg

Copies of My Ibiza and Formentera books

Finn Fogelberg

The trio chose their own looks from the label&rsquo;s signature pieces &ndash; block printed cottons, fluid dresses and bohemian-inspired embroidery &ndash; and they&rsquo;re the kind of clothes that Hjordis grew up wearing, inspired by Ibiza&rsquo;s place on the hippy trail linking India with the East. &ldquo;We have always cherished the bond that Ibiza has had with India since the 1960s, says Amrit. &lsquo;That fluid mix of nationalities living between East and West in harmony and tolerance, with a love of nature and music. Hjordis and her family represent the fundamental values of that movement - tolerance, independence, love and freedom. They perceive the beauty in small things. They are the ultimate reflection of our Ibiza.&rsquo;&nbsp;

Finn Fogelberg for Maison Hotel

Maison Hotel

Bel Fogelberg for Maison Hotel

Photography by M&oacute;nica Su&aacute;rez de Tangil

The enchanting allure of authentic Ibiza

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