When we think about fashion we automatically associate it with Paris, Milan or New York. Apart from the low-cost fashion giant H&M’s and some brands such as Cheap Monday, Sweden is not really known for its innovativeness in this branch. However, I find there are a lot of fantastic and very creative Swedish designers who are underappreciated in an international context.
Today, I want to show my favourite one:
Minimarket’s designers Pernilla, Sofie and Jennifer Elvestedt were inspired by the fairytale Alice in Wonderland when they created their most recent collection. Magician hats, scarves with card game diamonds and pullovers with ladybird patterns are characteristic of Minimarket this season.
You might think now that this is really corny and that you absolutely don’t want to look like a ladybird. I generally agree but I find Minimarket succeeded in taking up the childish and corny theme Alice in Wonderland and translated it into cool, hip and unique clothes.
Here are some examples:
The hat is my favourite piece but I’m a little bit unsure if it’s worth to pay 800 crowns for it. If I buy it I will let you know…
Pictures from: Mint & Vintage
I love all of them.
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