No. 5
  • SWEDISH FASHION BRAND AÉRYNE STOPS MASS-PRODUCTION - REDEFINES SUSTAINABILITY

    Written by Fashion Tales

    Paris-based fashion brand AÉRYNE has decided to put an end to all mass- produced retail collaborations. Instead, every garment will be especially made for the customer with 100% leftover fabric. The new On-Demand system will not only meet the same delivery time, but also combat one of the biggest environmental threats caused by the fashion industry - Overstock.

    The fashion market is worth $2.5 trillion globally and is after oil and coal, the most polluting industry. Today many clothing brands are investing in sustainable fabrics, but often missing the bigger picture, not questioning the traditional production model.

    The problem is not what we sell, but what we don’t sell. Due to mass-produced collections based on uncertain trend analyses and guesses, large amounts of clothes end up in stock rooms at the end of the season, with tons of clothes being burnt each year. Burberry alone burned unsold stock for 37.6 million dollars in 2018. Our industry have mass-produced itself into being one of the world’s biggest environmental damaging industries, while depleting resources, devastating and polluting lands, oceans and whole countries.” - Siri Vikman, CEO

    From the 16th of September, AÉRYNE’s customers will be able to purchase the first On-Demand collection made in Hungary. By only producing upon order, AÉRYNE will dramatically minimize fabric waste, reduce carbon emissions and preserve the earth’s resources. Customers will receive notifications throughout the production process, as well as information on who is sewing their garments, in order to ensure 100% transparency. When the garment is ready, it is sent straight from the AÉRYNE Atelier within the normal delivery time, cutting all middle hands and unnecessary detours.

    We have to start taking environmental responsibility and stop blaming the end consumers. Sustainable fabrics are essential, but it doesn't change the core problem. We need to redefine the meaning of sustainability and acknowledge the gravity of overstock while there is still time. I started AÉRYNE with a vision of changing the indu- stry, and 5 years later the On-demand system is finally here. The fashion revolution has officially started” - Siri Vikman, CEO

  • POWHER

    Written by Fashion Tales

    With the mission to inspire women to unleash their creativity and potential Powher Accessories will mark its de- but on August 29, 2019. The launch include the opening of a Powher pop-up shop at & Other Stories flagship store in Stockholm as well as a content dri- ven online shop.

    Powher believes thinking small is the new big thing. The simple yet so powerful ritu- al of adding accessories to elevate your outfit and attitude is what Powher is all about. A brand that encourage all you incredible women to be and act more you.


    ”The act of wearing accessories has been a mirror of women’s contemporary lives throughout history. That means every woman from royals and female icons to the girl next door have a relationship to the product- a concept that is truly Powher’s never ending source of inspiration”, says Linnéa Bach Gärde, Co-founder.


    The Powher debut collection consists of hair accessories, earcuffs and brooches. All pieces come in a non-body-pierced design and many are customizable for that unique styling and personalized look. It’s a see now buy now assortment with prod- ucts added continuously to the line the coming months. Powher will also offer a hand picked vintage collection with weekly drops.


    ”We love to see Powher as an inclusive and lovable brand, always presenting must- have designs and wallet friendly prices. Our very name embodies the culture of the brand; the collection and the content are manifestations of female empowerment”, says Sanja Jovansdotter Meerits Co-founder.

  • CALVIN KLEIN UNDERWEAR #MYCALVINS IRL

    Written by Fashion Tales

    The Fall 2019 CALVIN KLEIN UNDERWEAR campaign, #MYCALVINS IRL – In Real Life- celebrates two totally different perspectives of what sexy looks like. The result blurs the line between the public image and private realities of our unapologetic cast and asks the question, how do you do sexy? Perfectly filtered or IRL raw?


    The campaign features a cast of bold personalities whose vulnerability and confidence expose a new, spirited idea of sexy. Supermodel Naomi Campbell, DJ and producer Diplo, actor Jacob Elordi, NFL star Odell Beckham, Jr., model Matthew Noszka and musicians Beth Ditto and Lay Zhang star in their first CALVIN KLEIN campaign alongside actress Jelly Lin, supermodel Bella Hadid and model Cara Taylor. Each comfortable in their own skin and each confident in their CALVINS.


    The #MYCALVINS IRL campaign brings a unique point of view on sexy by capturing both the posed and stripped- back sides. In a series of high-energy videos by Bardia Zeinali and expressive still images by Daniel Jackson, the campaign brings to life the playful and pure perspective of sexy; one that encourages self-expression and underscores the idea that sexy is a state of mind.


    The Fall 2019 campaign highlights the brand’s new underwear offerings including: Neon, 1981 Bold, across both men’s and women’s categories, and Liquid Touch, in the women’s tailored bra category. A continuation of the #MYCALVINS movement, the campaign will embrace a video first approach and will be supported by digital, social, and high-impact outdoor locations.

  • H&M AND MENWITH LAUNCH DATA-BASED CAPSULE COLLECTION

    Written by Fashion Tales

    Together with Instagram men’s style account MenWith, H&M launches a collection based on data derived from the most engaging posts on the Instagram accounts @menwithclass and @menwithstreetstyle.
    The men’s design team has together with MenWith created a capsule collection based on those styles. The collaboration includes a knitted roller neck, the perfect hoodie, slacks with contrast piping, a plaid scarf, beanie, suede cap and the statement biker jacket. The capsule collection launches online and in selected stores August 22.

    Daniel Frank and Erik Simmingsköld of MenWith says “MenWith wants to explore the democratization of men’s fashion and has the ambition to play a pivotal role in make male style broadly accessible, focusing on the styles themselves rather than the people who wear them; clearly embodied by the distinct MenWith cropped heads format of the posts. By teaming up with H&M we can now offer the male customer a collection based on the most appreciated styles”.

  • UNIQLO x JW ANDERSON FALL/WINTER 2019

    Written by Fashion Tales

    July 25, 2019, Stockholm, Sweden - UNIQLO, the Japanese global apparel retailer, announces today that it will launch the UNIQLO and JW ANDERSON 2019 Fall/Winter collection in October, following the success of last year’s line. The theme for this season is “the Great British Outdoors,” and Jonathan Anderson presents more exclusive LifeWear creations together with UNIQLO.

    Commenting on the launch of the new collection, Jonathan Anderson said, “For this latest collection with UNIQLO we really kept to the idea of British classics. There are some elements like tartan fabrics that are instantly recognizable as British, but then unique in that we have remade them to also be LifeWear. I am incredibly proud of this collection.”

  • photography by KEVIN BUITRAGO

    J.Lindeberg SS20 collection

    Written by Meghan Scott

    J.Lindeberg presents Spring / Summer 2020 in London - Chapter ⅘ in ‘future.archive’ : ‘sub.culture’.

    ” ‘Future.archive’ is an overall concept introduced by Jens Werner when he took over as Creative Director for J.Lindeberg. It's a journey that spans five seasons and portrays the brand's journey into the future where sport and fashion united in the meeting between tradition and tech, classic and innovation. J.Lindeberg introduced the collection during an event in its new showroom in London on June 27th.”

    SS20 tells a story about how some cultural movements replace others and how something groundbreaking becomes mainstream, in order to be passed to passé in the next step and then return as “cool” in new subcultures. How cultures within a culture develop and transform into something new. The Mod movement is an interesting representation of just that - how the attitude and the self-confidence of a few individuals have been able to characterize style and clothing codes for decades, ” says Jens Werner.

    Werner has taken the brand into a new future, taking iconic pieces and redefining them with tech fabrics and bulky silhouettes. Key looks include oversized fishtail mod parkas, carcoats, and long bomber jackets. Thick wool knits still prevail but in a coolmax blend. These fashion chapters weave in the golf and ski aspect of J.Lindeberg and sub-cultures, with a strong sense of longevity.  

    Photography by KEVIN BUITRAGO

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