Odeur – Another side of Swedish Fashion

2010-10-20 10:37 1754

Spring/Summer 2011, Unisex collection

SHANGHAI, Oct. 20 /PRNewswire-Asia/ -- Swedish designer duo Odeur will be the second Swedish brand to show at Shanghai Fashion Week this year. Their show on October 24, 2pm, illustrates the fact that Swedish fashion is gaining a stronger voice in China.

Where the Shimmer Lies

We are the new rich. The Odeur Spring/Summer 2011 collection is inspired by Nouveau Riche attributes. Being named "Where the Shimmer Lies", the collection seeks to investigate the indulgent use of fashion often expressed by the ones struggling to show the world their newly achieved wealth.

Using a mix of bright summer colours in contrast to a more dark scale, this collection is made rich and easy by its mix of materials as well as by details of metallic copper – the new gold. A playful relationship to the silhouette, a focus on details and unexpected cuttings characterizes the unisex collection as always.

A brief history

Odeur was founded in Stockholm in 2006 as a brand experiment, using a specific white, light and clean scent instead of a visual logotype to label the graphic and dramatic, yet playful garments. The first collection included a few t-shirt styles that were distributed amongst a few initial clients in Sweden and Japan.

Today Odeur is designed by Petter Hollstrom and Gorjan Lauseger and has spread to 16 countries, selling jeans, outerwear, accessories and high fashion clothing. The collection is represented at, amongst others, Harvey Nichols in Hong Kong, Oki-Ni in London and on-line, OAK NYC in New York, ParisTexas in Copenhagen and on-line and Temporary Showroom in Berlin.

Swedish Fashion in China

Following the success of Ann-Sofie Back during the spring’s Shanghai Fashion Week, Odeur is the second Swedish brand to show in Shanghai. With the new Scandinavian designers multi-brand store Gote Gota opening in Shanghai in Nov-Dec 2010, Swedish Fashion is gaining a stronger voice in Shanghai.

Located on 819 Nanjing Xi Lu Gote Gota will also feature Swedish designer labels such as Ann-Sofie Back, Swedish Hasbeens, Vita, Noir & Blanc, Camilla Norrback, Ulrika Sandstrom, Saby, etc. More info to follow!

Special thanks to:

New Wave Group, Kosta Boda Crystal — The most artistic and fashionable crystal

Source: Consulate General of Sweden
Keywords: Fashion