I wanted to work with prints like Carin Wester does but in other, more alternative ways. I took a lot of inspiration from the artist Adrián Villar Rojas who is mixing different elements in his sculptures, such as the sterile or industrial with organic objects. I translated his way of working into combining classic recognizable garments with random structures and details. Both to create prints integrated within the garments and also to give a twist to the traditional everyday wear, which
I believe can be as interesting and innovative as the more experimental and alternative fashion.
Marie-Louise Schück, Vivianne Kontros, Hanna Björklund, Line Westring.
I set my alarm at 7am, with 20 subsequent alarms
to make sure that I would wake up and be on time
for my appointment with Carin Wester. Carin’s design is personal with attractive shapes and prints. I went to sleep with dreams of making something that is related to my everyday life. Soft forms and carefully chosen colors.
Erik Iggmark, Solveig Larsson, Kyrre Mathisen, Vivianne Kontros, Birk Söödi, Enrico Gualersi, Anne Deval, Carin Wester.
& Linnea Mesko
Film: Director of Photography: David Hellman First Assistant Camera: Carolina Nordlund Second Assistant Camera: Niclas Törnblom Gaffer: Aimar Bergan Phantome Operator & DIT: Max Strömberg Production Assistant: Kristoffer Hellman, Frida Borgstedt Editor: Mattis Gustafsson Sound: Gustav Landbecker Grading: Annika Pehrson Music: Adam Tensta – “Let me” (Instrumental) Hair & Makeup: Angelica Beckman Model: Miriam, Le Management
Editorial: Photographers: Elin Klefbom, Linnea Mesko Models/Photographers: Cajsa Wessberg, Sofia al Rammal Makeup: Helena Eriksson Special thanks: Ljud & Bildmedia, Delight Studios, RMH Sweden, Ogeborg, Frida Sundqvist
"When I Grow Up"
When working with Cheap Monday, the most important thing for me was to keep the youthful arrogance, but to make it in a more adult manner. As if the Cheap Monday customer has grown up a bit. Inspired by lacing in Cheap Monday’s AW15 collection, I used my own way
of tying the garments. A metaphor for getting tangled up in the newly acquired adult life, as well as for keeping your emotions in place.
"Painted by a Madman"
The ambition has been to enhance the subcultural aspects of the Cheap Monday brand. My inspiration has been painters and the spontaneous color stains that appear on their garments as they create their artwork. Stains that become almost synonymous with the process of art making.
Ewa Scholz, Ireneo Ciammella.
Anna Dormer Volgsten
& Johanna Nyberg
The Waiting Room is a fashion film concept about the unexpected meeting between strangers. Inspired by psychological thrillers and the aesthetics of David Lynch, the film shows a new direction for the Cheap Monday brand.
Director of Photography: Viktor Kumlin Lighting Design: Fredrik Nordesjö First Assistant Camera: Malin Gutke Second Assistant Camera: Lina Hedestig Assistant Director: Jens Holmlund Sound Designer: Fredrik Lantz Grading: Annika Pehrson Soundtrack: Ludvig Paulsrud Makeup Artist: Jasmine Ärnström Hair Stylist: Jennyfer Brandon-Cox Models: Max Olsson, Haddy Harju, Jonas Strämberg Photographer: Frida Sundqvist
Special thanks: Light In A Room, Kulturama, Swiss, Red Pipe, Einar Mattsson, Östermalms Hyrbil, Grand Hotel, BB Stockholm Family, Elof Loelv, Sofia Skogquist, Tomas Möller, Marcus Nystrand, Evelina Åström
Filippa K k
I’ve worked with Filippa K Man and I was inspired by their timeless aesthetics, their use of sustainible materials and the general idea of less consumption. I’ve done broad research around pollution and the increasing carbon footprint created by mankind. Finally I’ve found the essence of my collection: the toxic acid rain
All the intensifying madness that surrounds us!
Isabelle L. Knobel
"Customize Your Skin"
My starting point for this project was Filippa K’s focus on minimizing the throwaway mentality. My goal was to create garments that become skin – a way of creating your own identity and expressing your personality through your clothes by tattooing them. It’s a way of renewing your wardrobe without needing to consume.
Thanks to: Tattoos by Isak De Jong, Tärnsjö Garveri, David Wiksten.
Isabelle L. Knobel
& Simon Kraft
Director: Robin Ehlde Director of Photography: Josephine Owe First Assistant Camera: Felicia Semitjov Gaffer: Samuel Gonzalez Stylist: Louise Stangl Choreographer: Jasmine Attié Editor: Fredrika Andersson Grading: Sabina Tornberg Virtual Reality: Bo Gustavsson Sound Mixing: Jakob Myrman Music: Hagard Voice: Monte Reid Copywriter: Mathias Klang Photographer: Josephine Owe Models: Nille Lindqvist, Felicia Holmgren
Special thanks: Ljud & Bildmedia, Budcompaniett, Prime Burger, Ingelsta Kalkon, By The Bakery, Bröd & Salt, Friends of Adam, Petit France, Grönsaksboden, Mediamonks, Filippa K, Synk Casting, Per Kraft, Mediamonks, Samsung, Wioletta Staaf
In my work, I wanted to capture the essence of Hope and work with the brand’s utility reference. I wanted to focus on details, both in the aspect of function and non-function to create a loose fitting and strong silhouette. My work has been about finding a new take on the brand’s uniformity.
David Brask, Clara Jängnemyr, Christina Makroff, Frida Bard.
"HOPE FAITH LOVE"
I wanted to work with Hope’s raw and authentic look and in a playful way add attitude. The collection
is inspired by naive art and focuses on color combinations and how patterns and images can be created by laser cutting fabrics and leathers in many layers. The ambition was also to find a new way of deconstruction in classic tailoring by using new techniques. The silhouette is clean and well fitted to put emphasis on the new materials. The collection carries a happy message in a world full of horror.
Frida Bard, Jonatan Nilsson, Jens Löfgren, Nicole Walker, Liisa Bergström, Caroline Brendov, Tärnsjö Garveri, Makerspark.
Axel Lokrantz Månson
& Josef Ruona
Director of Photography: Adrian Levander First Assistant Camera: Fredrika Öberg Gaffer: Kalle Dahlberg Grip: Joel Andersson Set Design: Karin Myrenberg Prop Makers: Lisa Jonsson, Fredrik Sahlström, Ida Björses Editor: Robin Siwe Assistant Editor: Anna Olsson Post Production: Chimney Visual Effects: Ruslan Ogorodnik Grading: Oskar Larsson Stylist: Martin Persson Makeup Artist: Elva Ahlbin Hair Stylist: Sainabou Chune Model: Helena Larsson Choreographer: Fanny Svensson Best Boy: Emil Kullberg
In my interpretation of House of Dagmar, I wanted to work with color, print and sophisticated materials but also with a topic that is important to all of us. As the climate redesigns the map of our world, borders and boundaries will become less important. Continents and nations will merge as borders become fluid.
My woman is powerful, selective and conscious of the world around her. The silhouettes are therefore inspired by the power dressing of the 1980s.
Giuseppe Zuppardo, Malin Delin, Kristina Tjäder, Sara Sjöbäck.
In trying to understand the House of Dagmar, I wanted to pick it apart trying to see how they could still, with- out bold colors and powerful prints, set themselves apart from the rest of the Swedish brands. I wanted to create a sober, minimalist collection with a raw and rough feeling, yet with the soft and feminine shapes and sensuality that I think symbolize the House of Dagmar. A collection inspired by melancholia and seasonal affective disorder.
Thanks to: Jasmine Kjellberg, Kristina Tjäder
& Miriam Nicole Zirignon
For a long time fashion brands have personified their style and values in a fictional character, someone you can become by wearing their brand. The Chanel girl, the Céline woman. But fashion communication is changing, and we wanted to create a concept based on something more universal, something a lot of people can identify with. Something like the weather.
It affects us both on the inside and outside, whether we want it or not. It’s beautiful yet powerful, and it can change your whole day. It’s out of our control.
We chose to focus on still images and animated gifs as they communicate the concept in the best way.
Photographer: Patricia Reyes Stylist: Martin Persson Makeup Artist: Pari Damani Hair Stylist: Sherin Forsgren Models: Miriam, Le Management, Linn, MIKAs Assistant: Matilda Dahlgren
Special thanks: Paradiset, Svensk Kombucha, James & Perra Studio, Tomas Möller, Kristofer Gullard Lindgren. Fashion Design: Siah Javaheri & Victor Lind
" (=^-ω-^=) "
I think what Ida Sjöstedt and I have in common is an interest in commenting on the clichés and ideas around the female character. In this project, I wanted to focus on developing my drawing and see what my naive illu- strations would look like combined with something more classic and respectful, like the blazer. I also felt like bringing something unrefined to the brand.
Eli Mai Huang Nesse, Skofeber.se.
" 'I love being a male model' "
It’s all about expressing yourself with your body and clothing as an extension of your own identity. Ida Sjöstedt gives freedom to the individual – an expression without rules. For me, it’s important to allow the individual to communicate one’s own self without restrictions. To tell your own story and be able to use controversial codes. To determine your own values and infuse them with new meanings.
Thanks to: Vasuma, Vittorio Grasso, Lars Borenius, Douglas Mourou, Jasmine Falk, Evelina Kollberg, Marika Ekblad, Tina Mourou, Erica Mori, Alva Ilta Johansson.
& Justin Boyesen
Director of Photography: Zoë Que Interior: Note Design Studio, Fogia Collection AB Gaffer & Photographer: Alexander Bello Editor & Grading: Zoë Que Stylist: Anna Sundelin Hair & Makeup: Emike Szanto Assistant: Marcus Nystrand Models: Katrin Östlund, Kamilla Halid
Special thanks: Ljud & Bildmedia, Siri Holm, Isa Andersson, Ymer Andersson, Philip Warkander, Adam Gustafsson, Johan Hermansson, Andreas Andersson. Fashion Design: Filippa Borenius & Johanna Welinder.
"Fashion Collaboration – Whyred"
Anna-Michaela Sommerfeld, Roland Hjort, Pia Thorup Steen, Torsti Kiwi, Karin Jönsson.
"Whyred Office Resort"
I spent the summer working in an office environment.
I wore my yellow beach slippers to work and felt bad ass. I find it interesting that such a happy look as vacation clothes can be rebellious. I think it’s because it signals too much freedom. My collection is a mashup of office clothes and my vacation, within Whyred’s universe of tailoring and mixing artforms.
Roland Hjort, my boyfriend Daniel
Kristofer Gullard Lindgren
& Tomas Möller
Photographer: Johan Andrén DoP: Kristofer Gullard Lindgren & Tomas Möller Stylist: Amanda Hörlin Hair & Makeup: Lovisa Lunneborg Models: Petra ”Pyret” Marklund, Tove Svedling. Assistant: Emil Balesic Music: Nikita Quasim ”Freshman Year”
Special thanks: Beijing 8, UnCut Filmproduktion, Lily’s Burger. Fashion Design: Klara Modigh & Emma Röstlund
Coordinator: Marika Hansson
Toni & Guy
Linda Mehrens MAKEUP ACADEMY
Axel Lokrantz Månson
Anna Dormer Volgsten
Kristofer Gullard Lindgren
We Are Group
Ljud & Bildmedia
Light in a Room
James & Perra Studio
Europa Sound & Vision
Note Design Studio
Nouveau Model Agency
Global Model Scouting
Association of Swedish Fashion Brands