• RODEBJER Q&A

    Written by Meghan Scott

    Photography by: Malin Hägglöv.

    Stockholm's fashion crowd was very excited to see the Rodebjer collection in real life after all these years. Sandra and I ducked backstage right after the show and asked the lovely Carin Rodebjer a few questions about her collection and being back in Stockholm.

    It's so great for Fashion Week in Stockholm that you had a show this season, how do you feel about being back in the arena?

    It is fun to be back. Stockholm has changed a lot since I showed here last time. There are a lot of familiar faces and also a lot of new ones, which is exciting.

    Your last collection was a closed show with a strict social media and media embargo. Are you going to try and keep this concept even though you've already being viewed and uploaded by many journalists and editors just now, do you have a plan to keep some sort of embargo going? Do you feel this is important?

    The foundation of the strategy remains, which is a strong focus on communication created for the end consumer when we launch the collection in stores. We did however realize that we had to make it easier for press and wholesale to do their job so now we have less restricted rules on social media coverage, pictures can be taken and published from the show. 

    Do you feel more inspired working in Sweden? Does the slower pace of life give you more connection to your collection?

    At this point Sweden is just the right place for me to be. We have opened a big new store, we have a lot of new amazing employees on board and we experience a lot of growth in Scandinavia, so it is inspiring to see and feel the flow. 

    Last collection was inspired by 'Judy Chicago', who was your inspiration this time?

    This time it was lots of women. It was about a multitude that form a strong unit. We were inspired by Hannah Wilke, Niki de Saint Phalle, Helen Chadwick, Marina Ambramovic among many.

    Do you or are you working on any concepts that reduce your carbon footprint?

    Out of that perspective I also suddenly felt that it is quite modern to stay at one place and not fly constantly over the Atlantic back and forth. For Rodebjer as a company sustainability has always been important. We choose sustainable options whenever we can and we are also developing a new strategy regarding sustainability that we hope to share with our customers soon.

    More backstage photos from the show here.

  • HUNKYDORY Q&A

    Written by Meghan Scott

    Photography by: Malin Hägglöv.

    Odalisque's Sandra Myrhberg and I had the chance to have a quick Q&A with the design duo behind Hunkydory, backstage at Stockholm Fashion Week. They were showing their first 'See Now, Buy Now' collection, the first fashion label to do this in Stockholm. 

    With major players like Moschino, Tom Ford and Tommy Hilfiger doing the 'see now buy now' concept with success, it is really cool that a Swedish brand is doing this also. What kind of approach are you going to use since this is an AW17 collection?

    We will be selling a limited selection of show pieces online directly after the fashion show. Instead of waiting half a year our customers will be able to immediately buy some of the extravagant pieces presented. This is a way for Hunkydory to adapt to the digital climate. We can no longer disregard the fact that costumers want to be part of the runway shows in a bigger extent.

    The industry has changed a lot, especially since the age of social media growing exponentially over the past 10 years, and you've been around for just over half of that. What sort of angle did you take when you first started seeing the fashion x social media rage happen?

    Hunkydory aim to be a digital and innovative brand that keeps up with the changing conditions of the industry. When e-commerce and social media boomed not all companies understood the potential and importance of the new tools. At Hunkydory we have always been open to the new and understand that a brand must evolve when the surrounding context does.

    There is so much to keep up with in the fashion world today, environmental awareness being a major issue for more and more consumers every day. Do you or are you working on any concepts that reduce your carbon footprint?

    We are constantly looking into this, and other parts of our processes that affect the environment. We are for example choosing to use a denim supplier that recycles and cleans their spill water.

    More backstage photos from the show here.

  • Swedish Fashion History - Theatre and Film

    Written by Fashion Tales

     

    Unique Exhibition Highlighting Swedish Fashion History of Theatre and Film

    Are there similarities between Greta Garbos dress in Gösta Berlings Saga and the clothing that Alicia Vikander wore in Guldbaggegalan 2011? Has Liv Ullmans clothing in Utvandrarna influenced contemporary fashion as Nygårdsanna and Swedish Hasbeens? The answers may be given to the visitors of the exhibition Kostym Kontra mode – svenska pärlor från scen till catwalk, which opened January 21 in Stockholm. Organised by Stockholm Costume & Fashion Institute (SCFI) and in collaboration with Castellum.

    - The idea of ​​the exhibition is to compare historically well-known theatre and film clothing with the fashion. To show how stage costumes can influence with contemporary clothes, says Lotta Lewenhaupt, Curator fashion SCFI.

    - In twelve scenographies we put the clothes against each other, with the assertion that the way to dress communicates who you are. Either in the role on stage or individual on the street scene. Now it's up to you visitors to find similarities and differences, or perhaps just enjoy the theatre and fashion history, says Anna Bergman, Curator costume SCFI.

    The exhibition runs from 21 January to 16 April 2017 in Erskinehuset, Hallvägen 21 in Stockholm (subway to Globen). Erskinehuset is in itself a piece of unique history. The building was designed by Ralph Erskine and was used in the 1950s as a top modern workplace. The house owned by Castellum is undergoing a careful renovation where the typical details are preserved for future offices.

    About Stockholm Costume & Fashion Institute (SCFI)

    SCFIs aim is to highlight and preserve the cultural heritage in the form of existing costumes from the stage and the film world. SCFI are now building up a collection of costumes and partly from the first theatre productions and films but also fashion items from the late 1800s until today.

    Exhibition work group: Curators: Anna Bergman and Lotta Lewenhaupt, Program Director: Louise Wallenberg, Set design: Anna Bergman, Lighting design: William Wenner, Video production: Mattias Högberg, Production Group: Andreas Bertman, Frida Sölvell, Jonny Jergander, Amilcare Astone, Rainer Lind and Sara Selander

    For further information, please contact:

    Johan Wallin, Producer, 076-267 52 50, [email protected]
    Martin Askman, Press Officer, 073-358 31 43, [email protected]

  • Arto Saari For Neuw

    Written by Fashion Tales

    An icon- Arto Saari is the epitome of remarkable, a world-class skater and accomplished photographer. He is creative and powerful- the closest representation of the Neuw man.

    Driven by purpose they captured Arto in true form, scouting photographic subjects in his home of LA. As a photographer Neuw saw his desire to capture history in the making using the camera as a recording device for his life.

    Neuw is a 21st century denim brand, “we know jeans- we understand jeans”, as ther describe themselves.

    “The uniform of the rebel, par of ever sub culture, counter culture and youth movement. At Neuw we create jeans with purpose, constructed with durability to wear the scars and repairs of our journeys. Wear with Purpose is the story of denim and the people who wear it.” 

  • South By Southeast, A Photo Exhibition

    Written by Fashion Tales

    How come you chose to take photographs at this part of the archipelago?

    It all began when I was requested to take som pictures for a Hotel located at Landsort named Lotstornet. I had no expectations or ideas about what I wanted to shoot and my first thought was that i wanted to make som kind of collage. 
    When I arrived it all changed, I became interested to capture the amazing contrast between the human history and the nature of the island.
    Landsort has been an important military base during the cold war 1947 – 1991. With (Batteri Landsort) and most of all it has Sweden's oldest lighthouse from year 1660. The nature is ruff and the wind never stops blowing. 

    I have always been against war and being out there got me thinking about the worlds current situation, it brought up sad emotions regarding people's fear of other nationalities and cultures. 
    The Island is now very safe and peaceful, but the history behind it is in some way deep down a very sad and frightening story of war. Despite all my emotions regarding the history I was left speechless by Mother Nature's power which is fully shown in all directions of this beautiful Island. My new goal became illustrating the mixture of these feelings with my photography.

    South By Southeast is described by the photographer with these words.

    ”The strong cold wind never stop blowing and the sound from aggressive waves keeps reminding you that we only are on this planet for such a short period of time.
    The dramatic nature, the lonesome lighthouse and the retired cannons are telling  stories of fear and defence. 
    A threatening and controlled island that has changed in to a Swedish midsummer dream that won't let go of it's dark past.
    The sky is asking if there will be a brighter future or if we are still doing the same mistakes as generations before.
    The sea is a border that ends in the horizon, a grave for sailors and pilots that Mother Nature has swallowed recklessly.”
    – Johan Tunebjer 

    The pictures will be shown for a few days at the pop-up exhibition located at Regeringsgatan 61, central Stockholm. 

    Opening Hours: 

    Thursday the 1 of Dec 17 – 20 (Vernissage)

    Friday the 2 of Dec 17 – 20 

    Saturday the 3 of Dec 11- 15 

    Sunday the 4 of Dec 11- 15

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