Fifth avenue shoe repair Spring 2010 collection withholds two contradicting themes.

First: very down to earth, holding soft colour tones and washed hand feel.  By over-dyeing garments in double weave linens, parachute poplins and cashmere jerseys our ambition has been to achieve a “close to earth” expression. We call this the human part of the collection.
Second: the complete opposite; a colourful fairytale landscape with multiflower patterns and shapes without boundaries. With extra everything we defy the minimalist and give you the maximalist. A strong floral and eccentric palette of vibrant colours constitute our surreal, beautiful and alien part of the collection. This is the non human part of the collection.

The two elements co-exists in the same way flower and weed nurture from the ground – needing each other to survive or to even exist.
We present this collection based on characters. We bring them out in the collection, each character explaining and telling their unique story. Combined they create a snapshot, a story of our every day life in which we all take a part in creating.

The storyteller an observing and interfering character, pushing and forcing us towards change and progression. Always with good intention. The collector a lover of things. He borrows your belongings, collects them, steals them and at the same time captures a little bit of you in his collection.  The peace maker once a warrior. Now he is older and wiser, not so aggressive as he once was. He wants to teach you to not make the same mistakes he once have made.

The traveller searches the truth, always looking for movement. The most important thing is to depart, not to arrive. The doll once human, too much in love with things. Now she has transformed into a non human fairytale object. The geisha a fairytale version of a human, easily mistaken for being evil. She is wise and observing, always following her tone.

Starting Boxing Day Swensk’s annual sale starts. To be able to see whats on sale and to reserve your size, you need to be on our mailing list. Once you are on our mailing list you will receive a log-in and password for the reserved area. If you are not on our mailing list but would like to get updates of new stock and sales, please register on swensk.com “Want to be in the know?”. Women’s sales are located in Melbourne’s GPO until 31 December 2009. 2010 the women collection wiol return to our flagship on 230 Little Collins Street.

17-24 December
Our womens collection makes a guest appearance…

Yes. We have made the decision to move all our womens stock over to Melbourne’s GPO in the week leading up to Christmas. We hope to introduce Swedish international fashion labels to a whole new audience whilst re-connecting with our loyal customers in a festive, albeit temporary, environment.

Please note that the mens line will remain at Shop 1, 230 Little Collins Street. To make Christmas shopping a little easier for you, we will have our whole range of stock and sizes out in both stores and complimentary gift wrapping service is also available.
Come join us for a drink at our GPO store after 5.00 pm on Friday 18th December

26-31 December
Swensk – Mens & Womens on SALE!

The words “sales” and “discounts” are not in Swensk’s store vocabulary and although disappointing to some, for us, the dedication to slow fashion exceeds quick money.

However, due to our huge range, we will need to remove a lot of stock to make way for our new collection in early 2010. So if you’re a fan of sales, and you’re a fan of Swensk then HAPPY HOLIDAYS!

For all of our loyal customers, as a sign of appreciation for your support over the past 18 months, we at Swensk want to make your holiday shopping just a little bit easier. If you come in before the 25th of December, we will be able to show you what stock will go on sale and hold it for you so that you don’t have to wait in line on Boxing Day.

Womens sale stock will be located at Melbourne’s GPO
Mens sale stock will be located at Shop 1, 230 Little Collins Street

More information and web links to follow in the coming week so stay tuned!

Hayley Hughes is a Melbourne stylist, street style photographer and blogger. Her creative pursuits have seen her travel the world, living and working in Tokyo, Japan. Back home in Melbourne Hayley is focussing on building her styling portfolio, working with local designers, photograhers,  bands and now Swensk. Hayley’s inspiration for the window display was “Interesting people never go out of fashion”.

Choosing one of Sweden’s most influential writer, director and producer of all time, Ingmar Bergman, Hayley Hughes has taken a contemporary approach to one of his greatest pieces of work. Sommaren med Monika (Summer with Monika).

Initially drawn by his renegade attitude to directing and the controversy which surrounded the release of Sommaren med Monika, Hayley was inspired by the film’s take on adventure, love and responsibility.

Working with Melbourne based Swedish fashion photographer Viktor Nilsson, the two have re-created and captured the mood, intensity and love triangle from the 1953 film. Swensk is excited to invite you to visit this window display this Saturday, 12th December.

When I go home I always go to Nordiska Kompaniet (NK). Even though it is a department store it is a classy one. While you are there, take the free NK essential guide to Stockholm. If you don’t feel like waiting, download it here. While in Stockholm, just look up into the air, the NK symbol is above the rooftops and during night time it is lit up and turning around. If you still can’t find it Google will always help you. You will find all the main Swedish brands here Filippa K, J. Lindeberg and Whyred. Acne is a stone through away in PK-huset and FASR is in PUB, another department store aiming to become the no. 1 fashion house of Stockholm offering more up and coming brands. Of course each brand has their own stores located somewhere on Stockholm’s Islands but that’s another story.

This text is a part of the; Neither right, nor wrong, but personal Suicide Blondes guide to Stockholm. In short, SB goes Stockholm.

“New York, London, Paris and Milan are known as the holy quadrilogy of fashion, playing host to some of the world’s biggest and most respected fashion houses and designers on their fashion week runways. However, some of the most innovative and exciting designs can be found at less prolific fashion weeks like Stockholm’s Fashion Week By Berns. Presenting the work of local designers in a comprehensive schedule, I struggled to refine my review of the week into any kind of concise structure. Frustrated that I couldn’t rant for seven odd pages on the praises of Swedish design, I resigned myself to choosing a mere few of my favourites, and here I shall regale you with musings on the inspiring goings on of Fashion Week By Berns.”

www.thevine.com.au by katgeorge

“It might not be Paris or New York, but all the Swedes lighting up Stockholm Fashion Week definitely prefer it that way. Touching down on a dark and misty metropolis (the sun sets at 4:30!), we had lots of ground to cover in just 72 hours. Whyred, Fifth Avenue Shoe Repair, and Minimarket were just a few of the favorites we were able to capture on and off the runways.

Fifteen shows and 600 images later, we feel as though we’ve merely scratched the surface of what this city has to offer, exceptional fashion and personal style ranking right up there with smoked herring and viking lore. Check out the first installment of snaps from our Nordic journey, and stay tuned for Part II, featuring even more fashion, trends, and runway reports from Stockholm.” – Stockholm Fashion Week: The Shows, The Parties, The Street Style, and More!

Catwalk videos from our brands from this show will be previewed on blog.swensk.com in august.

30% sales item has been updated with Fifth Avenue Shoe Repair, Filippa K and Whyred. – Swensk Online

Elle Magazines (Sweden) just had it’s Fashion Awards. Three people already mentioned by Swensk ended up as winners this year.
Fashion Designer of the Year: Fifth Avenue Shoe Repair. Congratulation Astrid and Lee (and Sandra and Anna) for just beginning in the beginning of greatness.
Best Dressed Woman of the Year: Lykke Li. This is probably the last time I blog about her. After I saw her at the bandroom in Melbourne I realized she is not Swedish. She is way to good.

So there you go. Time for Swensk to meet new friends. Our Showroom is now open for the Australian public.