Wednesday, February 12, 2014

Tiger of Sweden AW14 - Mercedes Benz Stockholm Fashion Week

Tiger of Sweden show was definitely the best way to wrap up Stockholm Fashion Week. "Tiger of Sweden is for Stockholm Fashion Week like Dior is for Paris Fashion Week. They always choose a cool venue and put on a great show!" - overheard in the crowd waiting outside of Magasin 9, placed just in Stockholm's industrial port (on my list of the best fashion show venues I've been to along the years).

The AW14 collection was a fusion of 70's tailored silhouettes and rock'n'roll attitude. With a steady colour palette , predominant in various textures of black, shades of grey, brown and subtle hints of pale pink and metallic burgundy, the androgyny looks are continued in the womenswear line and are building a signature image for the brand. Key garments include a minimalist cut blazer and an unlined, graphic plaid print coat. Monochromatic patterns and a strong sports influence strengthen the feeling of a modern, relaxed feminine look.

While Tiger of Sweden still concentrates it's main activity in Sweden and sees Stockholm Fashion Week as it's "home ground", the company has future plans to expand on the international fashion market, in cities such as Paris and New York. We can only hope it happens soon! We all need some Tiger of Sweden in our lives.

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