With its lush green cliffs tumbling down onto black lava beaches, steaming natural springs and frantic terrains slashed apart by the meeting of the tectonic plates, Iceland boasts some of the world's most photogenic natural sights.
So we were not in the least surprised to discover that Urban Outfitters has shot its latest lookbook there.
The brand's Collective No. 07 mixes mod tailoring and a cheeky teddy boy attitude with utilitarian layers and chunky anglian knits.
Contrasted against ethereal, dystopian landscapes, the result is a stunning set of images that has us wanting to sail north immediately.
All photographs by Urban Outfitters.