Rookies is a project run by the Swedish Fashion Council in collaboration with local design schools, retail companies, press and media agencies to promote emerging Swedish designers and boost their careers within the fashion industry. The project started in 2005 and has since showcased a large number of promising design talent selected by a highly knowledgeable and experienced jury. Some of the members, among others, include: Margareta van den Bosch from Hennes & Mauritz; Thomas Hägg, of Thomas Hägg PR & Communication; Robert Nordberg from Plaza Magazine; Anna Nortenius from Tjallamalla; Göran Sundberg, Beckmans School of Design and jury chairman: Helena Mellström from the Swedish Fashion Council.
Below is a list of my favourite fashion Rookies, which I think showed some great potential this year and each of them come with a short introduction and presentation of the collection.
MALIN HENNINGSSON is a Swedish jewellery brand that focuses on experimental products of unconventional materials. It was founded in 2013 by Malin Henningsson, who is both an artist and designer with a Masters degree in Fine Art and a Bachelor degree in Jewellery Art, both from Konstfack College of Arts, Crafts and Design in Stockholm.
The first collection "Jocalia aeris" is based on a series of nine styles; each part representing one step on a long and complex process of inspiration. Influences are taken from tools, historical navigational instruments, architecture, female explorers and ethnological studies of African ancient tribes. The materials such as brass and marble are brought together in a challenging and unconventional form where a strong attention to detail and tactile quality is visible.
Castor Pollux is driven by tradition and propelled by innovation - embodies uncompromised design and craftsmanship for self-minded connoisseurs. The AW14 collection has been inspired by the tailored Neapolitan tradition that has existed in Southern Italy for generations. The collection contains elements of typical Neapolitan unstructured garments in exclusive materials of both buttons, details and fabrics from prestigious well-known fabric manufacturers in Italy.
Isabell Yalda Hellysaz is a Swedish/Persian fashion designer. Isabell Yalda Hellysaz wants to explore a more human alternative and concentrate on the essence of fashion, design, craftsmanship, details and materials. Aiming to explore mobility within comfortable tailored clothes, focusing on the details, creativity and craftsmanship, Isabell Yalda Hellysaz design sophisticated high-end garments. The brand's clean and minimalistic lines create a futuristic and contemporary design.
WILHJA wishes to offer an exclusive visual expression of experimental elegance that is a celebration of the endless possibilities in creativity. The collection presented at Rookies shows manipulated chiffon that is torn and pleated by hand to give volume to a dusty, detailed surface with raw edges and fringes that brings life to the creation. The inspiration for this collection was found in majestic creatures as dragons and polar bears, that are both beautiful yet bold in their solitude. It was not only their magnificent fur and scars that was enchanting, but also the core and spirit of their mystical aura.