Swedish designer showing for the first time at Shanghai Fashion Week

2010-03-23 19:32 1446

SHANGHAI, March 24 /PRNewswire-Asia/ -- For the first time, a Swedish designer is showing at Shanghai Fashion Week. Ann-Sofie Back is listed as one of the most interesting 100 fashion designers in the world. She is also showcased in the Swedish Institute’s exhibition Swedish Fashion – Exploring a New Identity, at River South Art Space.

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After graduating from the renowned Central Saint Martins in London in 1998, Ann-Sofie Back made a name for herself at the international fashion scene with her conceptual and uncompromising design.

“I work with fashion because it’s the most important, most difficult and most interesting art form to work with,” says Ann-Sofie Back who describes the style of her design as “sophisticated with humour”. Her inspiration comes from issues surrounding the fashion industry, like the celebrity and image obsessed culture that challenges the ideals of fashion itself.

Last year, she returned to Stockholm where she opened her first own-brand store. However, she rests faithful to London Fashion Week where she has been showing since 2002. This year her mainline is inspired by online community games like “Second Life”, in which people take on electronic alter egos. In this virtual world Ann-Sofie Back has created a second version of herself, resembling her real appearance but improved by buying the walk of Angelina Jolie and adding a flying Boston terrier to accompany her. Her more accessible second line BACK which is also showcased in Shanghai is based on reworked classics from her mainline.

Since 2009, Ann-Sofie Back shares her time between her own brand and the Swedish denim brand Cheap Monday where she is appointed head designer.

Ann-Sofie Back will show at 2010 Shanghai Fashion Week, Saturday April 10

-- Venue: Shanghai 800 Show, 800 Changde Road, Shanghai

-- Time: 18.00

Source: Consulate General of Sweden
Keywords: Fashion