A walk through the creation of young Swedish Fashion designers
Even though Maxjenny Forslund is born and raised in Sweden she works from her store and showroom in Koedbyen in Copenhagen. Her clothes are full of colours and patterns, something we seldom see in the Swedish fashion scene. She started her design career in furniture design but are since 2012 focused on clothes and for customers who do not want to disappear into the crowd.
This wedding dress in silk with bustier and tulle skirt as well as an associated silk bolero was designed by Astrid Olsson 2010 when the Swedish Crown Princess Victoria got married. Six Swedish fashion designer was commissioned to create their version of how they thought the Crown Princess's dress should look, and after the wedding the dresses were auctioned out and the money went to charity. Röhsska Museum bought all six pieces and included them in their collections.
For fashion designer Helena Hörstedt it has not been relevant to rationalize the production or to simplify the manufacturing process to obtain wider distribution. All her clothes are tailor-made and customized to the buyer, in true haute couture spirit. A dress takes an average of 150 hours of work to complete.