Our Fall 2013 Collection is hitting the stores now. Artificial Grunge is the theme for the collection. It’s about our collective memory — and the commercial memory – of grunge more than the actual grunge lifestyle. The grunge we have created can therefore be called artificial.
We picked grunge because it’s the last “real” youth movement — it was truly rebellious and grass root. Today, it’s hard to find “real” youth movements since they are picked up commercially almost before they even appear. The lines between what is “real” and “artificial” are blurring — and what is really “real” anyway? Was grunge itself ever real?
Chaotic styling and layering in a seemingly random manner is core in the collection. Lace, football stripes, military details, second hand- like cardigans and 60’s style tops, dresses and shoes are all mixed up. But since the design is reconstructed, it’s in fact very controlled and not haphazard at all — it’s artificial.
Colours range from bright and dusty whites to washed and solid blacks, with earthy greens and dark plums — a palette significant for the era as we remember it. To clash with this we have used a bright lime and a washed down black tinted red, Remake Red.
Important components are the flannel checks in shirts and dresses, worn over or under t-shirts. See-through dresses are combined with a more crispy silver and twilight blue lurex, silver mirror skirts and bandeaus. Ice blue hairy mohair knits and controlled threadbares create a modified worn and trashed look. Cut up black and white stripes and an artificial pixelated camouflage pattern signal control and structure.
The prints have strong references to the grunge era with a hand- written, worn out look, and we’re playing around with iconic quotes.
The denim for Fall 2013 has a homemade look in colours and dyes. Blue and black denim is washed hard and then colour tinted to give a feeling of reinvention and immortality. The jeans have survived tests such as being on a rooftop for two years resulting in a multicolour trashed wash. The effects have then been put into structured shapes to achieve a look of controlled chaos. A strong rigid line in combination with superstretch fabrics pushes the denim forward.
Artificial Grunge is a theme which is both interesting and thought- provoking in today’s world of fast fashion and medialized culture. The grunge aesthetic is therefore mixed up and deliberately not an accurate blueprint of the early 90 ́s style. Clashing the classic with top of mind-images from the grunge era creates something new for Fall 2013.
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