winter 2010

The tv show "Mad Men " which takes place in New York in the 50s and 60s is the basis for this collection. It´s easy to admire the female shapes and the dresses that fits them so well. It`s also interesting how the now political incorrect attitudes towards women, colored, alcohol and smoking is shown in the same glorified image.... I wanted to give the clothes the correct feminine and proper look, and illustrate the strict social rules they had to follow. The collection varies in materials, but whether it´s thin jersey or thick wool, the look is always clean with clear edgings, lines and color blockings. The color line is bold, but in balance.

In the image photos, we wanted to keep this look. The girl is proper and virtuous, but placed in our time, she might appear more principled than oppressed? Is she feminine and independen on her own terms?