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3:09 pm - 22/04/2014
Efva Attling


After being a model, singer, TV host and fashion designer, Efva Attling reoriented and started designing jewelry. At first she shared a studio with three other girls in Stockholm, but quickly decided that she wanted to have something of her own. So in 1999 she opened up her first shop on Södermalm in Stockholm. And now, 15 years later, Efva has offices in more than 10 different countries and over 150 stores worldwide.

The company is aiming to make jewelry that are stylish, beautiful and inspiring. Her jewelry assortment includes wedding ring´s, necklace´s, ring´s, earring´s, bracelet´s, watche´s and brooche´s. The material that is most frequently used is silver but more exclusive materials such as white gold and rose gold are also available. Diamonds and pearls are the gems that usually decorate jewelry signed Efva Attling. “Beauty with a thought” is the brand´s key sentiment.

11:24 am - 14/04/2014
Alexander wang x h&m


Sonia Rykiel, Stella McCartney, Lanvin, Isabel Marant and Versace have all cooped up with the multimillion clothing chain H&M for exclusive collaborations. Next in line is no one else than New York’s sweetheart Alexander Wang.

“Alexander Wang is one of the most important voices in fashion today. He understands exactly what people want to wear and does it with an energy and passion that’s infectious. It feels incredible to be collaborating with him this year.” H&M’s creative advisor Margareta van den Bosch.

Alexander Wang announced his partnership with H&M on Saturday night ahead of a joint party at the Coachella Valley Music and Arts festival. Wang will be the first American designer the Swedish fast fashion retailer has partnered with for its annual designer collaborations.

11:09 am - 14/03/2014
Abbey Lee for Saint Laurent


We have been longing for Abbey Lee Kershaw to occur on the fashions scene for a while now after a quiet break from the business. In these minimalistic black & white portraits by Creative Director Hedi Slimane the model & muse look as cool as ever. The man himself has made sure that only the most interesting personalities front his campaigns for the brand giving the old YSL a new approach.

10:52 am - 11/02/2014
Marie Hindkaer for InWear SS14


Marie Hindkaer, blogger at Freshnet and founder of Luellemag looks incredible in InWear´s spring/summer campaign. InWear´s design is modern, functional and empowering, and Marie personifies the design with her fashionable approach and ambition. The fashion editor are a now diligent fashion week goer and have grown with her position as Luellemag editor and Scandinavian style icon. InWear´s campaign reflects her bold choice of pattern mixes but with pieces that are classic and that radiate self confidence.


12:28 pm - 13/12/2013
H&M SS14

Skärmavbild 2013-12-12 kl. 14.15.22

The spring/summer campaign for 2014 from H&M is continously a mix of bohemian and grunge, which echoes Saint Laurent and More Isabel Marant just like the previous collections from the brand. This recurrence is not negative though, trend wise we still crave those laced up tunic´s, short patterned skirt´s and tasseled pieces in general. These looks will lead the way trend wise through 2014 and model Andrea Diaconu is the ultimate ebauty inspiration.

By Simone Brenemark Molvidson

Video courtesy of H&M


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