Women
Lines and shadows of the body act as a starting point in Whyred’s SS10 collection where cuts and prints clearly put anatomy into focus. Inspired by the films of Peter Greenway with his unique aesthetics and morbid stories; Whyred uses bones, blood veins and magnified skin structure to emphasize the raw aesthetics of life and death while looser slinky materials sensually bring out the shape of the body.

The look is neo-minimalistic with a clean and modern impression striking a chord to the 90’s fashion and pop culture. A minimized amount of cuts – only employed to emphasize specific body parts or shapes – hidden buttons and simple details contribute to the clean look.

The revival of the 90’s is also evident in the blazer inspired dresses, distinct silver zips and transparent details. The silhouette continues to play with contrasts; narrow bottom/wide top or vice versa were the fluidity of the fabric often causes the garments to drape around the body. A spacious transparent vein print dress is perfectly paired with a tight cat suit for late cocktail hours. Whilst an oversized blouse under a collarless solid wool mix jacket offer a characteristic Whyred girl everyday look when matched together with a pair of three-colour block striped denims.

A slight carrot shape also makes its way into the collection presenting a round shape coat with dolman sleeves which sits nicely over an emerald green blazer-dress in soft cupro and tights covered with a large number of small silver squares. Vaguely rotund trousers teamedwith a semi tailored couture blazer with super sharp shoulders and corset craft toaccentuate the waist and hips unmistakably flirts with the powerful outfits in the Greenway signature film “The Cook, the Thief, his Wife and her Lover”.

Shoes and accessories
The shoe collection offers sexy high heels with shiny silver details and three cm platforms, either covered or in solid wood. Attention is especially drawn to high heels in emerald green plexiglass and knee-high boots with detachable legs. Super slim flat sandals in leather or nylon are perfect for the summer heat while a modern brogue shoe and a desert boot in nubuck find inspiration from men’s classics. The bags are small and elaborated, and come with embossed vein patterns, skin structure prints and sharp silver details. A black and white skin structure printed scarf complete the accessories collection.

Materials
The materials show a living or shimmering surface achieved through different treatments, weaving or printing techniques, such as pigment dyeing and devoré printing. Natural and man-made materials are given equal attention: chiffon, viscose and cupro for a truly fluid look as well as nylon, wool blends and cotton amongst other.

Colours
The colour palette is composed and monochrome dominated by black, light hues of grey and beige, and different whites ranging from optical white to marshmallow-white. A subtle colour injection is given by the sophisticated accents emerald green, violet navy and silver.

Men
Lines and shadows of the body act as a starting point in Whyred’s SS10 collection where cuts and prints clearly put anatomy into focus. Inspired by the films of Peter Greenway with his unique aesthetics and morbid stories; Whyred uses collar-bone cuts, blood veins and magnified skin structure prints to emphasize the raw aesthetics of life and death while looser flaccid materials bring out the shape of the body in an out of focus way.

The look is neo-minimalistic with a clean and modern impression striking a chord to the 90’s fashion and pop culture bringing Whyred back to its roots. A minimized amount of cuts – only employed to emphasize specific body parts or shapes – hidden buttons and simple details contribute to the clean look. The revival of the 90’s is also evident in the slick silhouette featuring boxy square top with narrow bottom.
Coats are shorter with high collars and trousers are slim in stretch material. A clean cut nylon coat together with tight two-colour trousers exemplify this look and come in pigment dyed materials – a mottled surface evident throughout the collection. Skinny stretch trousers sit perfectly together with boxy biker inspired nylon jackets and long cardigans were the emerald green paper fiber version give a futuristic injection. Swap the cardigan for a stained jacquard jersey shirt and the jacket for a leather/nylon blazer and the indie-cool Whyred look is complete.

A key styling option is the from-top-to-toe white outfit clearly flirting with the Greenway signature film “The Cook, the Thief, his Wife and her Lover” with its bold monochrome spatial images. Mixing different kinds of white offer a more interesting look: a marshmallowwhite slinky cupro blazer with matching trousers together with an optical white shirt.
For late cocktail hours the collection offers a black smoking inspired blazer in cool wool mix looking like two blazers put together with double lapels and cuff details. This is matched with a white shirt and Jodhpur inspired trousers – loose by the thighs and slim by the calves.
Shoes and accessories
The materials used are leather, nylon, canvas and nubuck; often mixed together, yet in a monochrome colour combination. The shoe collection ranges from minimalistic laced shoes and classic desert boots to slick trainers and high-tops. A general feature in all outfits is shoes without socks. Bags are practical offering computer bags and a typical 90’s pannier as well as a set of skin structure printed leathers such as a slim computer brief and
different kinds of wallets.

Materials
The materials show a living and shimmering surface achieved through different treatments such as pigment dyeing, weaving or printing techniques. Nylon and other man-made fabrics are widely used in the collection for a more hi-tech look and feel but natural materials such as wool blends, cotton and leather are still important players.

Colours
The colour palette is composed and monochrome dominated by black, light hues of grey and beige, and different whites ranging from optical white to marshmallow-white. A subtle colour injection is given by the sophisticated accents emerald green, violet navy and silver.

For Europe’s Spring/Summer 2010, J.Lindeberg is exploring the dynamic and vibrant focal point of pristine tailoring and active sportswear.
– Although a true paradox to some, we see the bridging of fashion and function as one of our most important missions, says J.Lindeberg CEO, Stefan Engström. With a tradition in both tailoring and sports, it is quite natural that J.Lindeberg will be the one to launch the new ”Techno Couture” concept.
– Combining lightweight materials with woven/wool structures, blending cotton/wool garments with TechLinings and mesh, lining nylon garments with cotton and introducing waterproof/breathable/3-layer fabrics for dressed garments demonstrates a commitment to refreshed fabric combinations and execution. The mix of technologies and materials translates to a mix of experience for the brand. This collection is brimming with energy, elegance and eccentricity. And, most importantly, is still true to our Scandinavian heritage, says J.Lindeberg Artistic Director, Pierangelo D’Agostin.

The result is a new promise for an active life in style. The detailed “Rance Dressed Nylon Jacket”, the high pocketed “Bar- ret Super Drill Jacket” and super tailored, short length “Nixon Mini Dogtooth Jacket”, with slim “Paulie Mini Cotton Dogtooth Pants” will definitely stand out and do the job, each garment in this collection is tailored to move.

Women
The relaxed, glamourous atmosphere of 1930’s Deauville has inspired elegant pieces such as bias-cut flowing dinner dresses and a masculine, yet sensual, tuxedo jacket. Coco Chanel, with her elegant and casual sense of style as well as the ability to mix masculine and feminine pieces, has been a great influence in creating a fresh look still so relevant today. Sweaters with classic French stripes and a summer peacoat jacket in soft wrinkled linen are smart garments for a refined look.

For the more powerful edge, Filippa K has found inspiration in vintage French Elle magazines of the 1980’s where an energetic vibe dominated and women were portrayed as strong, free and athletic. The comfort of jersey fabrics has always been part of our design and this season we are re-discovering figure-hugging dresses in firm jersey, as well as corset tops and one-shoulder styles in bright colours and shiny materials.
To continue the power chic look, shoulders are an important focus. Hence, a distinct shoulder is seen on tailored jackets and coats as well as fine knits and evening jerseys. The exaggerated pagoda style shoulders gives edge to a sharp chic coat as well as a tuxedo jacket.

Pantsuits in different versions are in focus this season; in washed silk with rolled up sleeves for daytime, strapless, shiny jersey style for partying and printed chiffon with wide flowing legs for evening elegance.

Prints are feminine, either abstract with uneven spots in summery colours or graphic and delicate. As we cannot seem to get enough of stripes, two-tone stripes can be found on jersey tops, knitwear and even vertical stripes for summer dresses.
Colours are bright and vibrant, with Royal Blue, Coral Pink, Sunshine Yellow, Turquoise and Jewel Green, set against a backdrop of greys, beiges, navy, white & black.

Men
Florida of the 1980’s with its easy-going mood and breezy feel has been a major source of inspiration. The juxtaposition of masculinity, lightness and playfulness in colour and cut, gives a look that is sensual yet manly and relaxed with a hint of glamour. Softly tailored suits mixed with casual t-shirts and espadrille style shoes sums up the mood.

To get that crumpled laid back look, most of the fabrics are pre-washed. The casual look can be found on cotton summer suits, as well as shirts ranging from classic white styles with rolled up sleeves to brighter tropical check patterns and sand washed silk. Jersey tops are either relaxed pastel t-shirt styles with generous necklines and button fronts or more sophisticated with collars and detailing. Linen is a summer favourite, ranging from sloppy knits and jersey tops to elegant summer suits.

Colours are unusually bright and fun, infusing energy into classic pieces. Tones ranging from Swimming Pool Turquoise, Spearmint Green, Candy Pink to Canary Yellow are set against a backdrop of neutral beiges, greys, navy, black and white.

You know what they say about Melbourne – If you can find it you won’t be in Melbourne. Our customers read about us, walk down to Little Collins Street and they can’t find us. Coming all the way from Stockholm, Sweden we have to admit that is a little bit sad. With no help from our landlords regarding a sign we have turned to Google for help. So here it goes… all the way from Sweden to the creative hub of Melbourne.

This is a summery for those that do not know Johan Lindeberg. Johan worked in the advertising industry and moved over to work for Diesel as Creative Director. He created the tagline “For successful living” and won several advertising awards around the world in collaboration with the Swedish ad agency Paradiset. One day he got fed up with it and left Diesel to start a new breed of fashion clothing – J. Lindeberg. The tagline was 21st Century Lifestyle and aimed for the first generation of people that did not grow old. The ambition was high and after spending 40 million AUD in brand investments the venture capital threw him out with the words “even Michelangelo had to listen to the Pope”. 6 months later and one missed catwalk Johan is back. This is the re-launch party held in Stockholm, Sweden. If you want to see the last catwalk done by JL, please visit Swensk on Facebook. You will also find a video from the opening of the new JL Flagship Store in Stockholm.

If you want to get an invitation to the Swensk launch of J Lindeberg in Australia, please send a mail with your contact details to concierge@swensk.com.

Melbourne’s new Swedish clothing store Swensk has 30% off selected stock for 2 weeks. Labels include Filippa K, Whyred and Fifth Avenue Shoe Repair. Women’s and Men’s clothing and shoes. Located in the walk through of CH2 Building on Little Collins and the Tivoli Arcade on Bourke Street.

WHEN: Friday 29th August – Saturday 13th September, 2008

WHERE: Shop 1 230 Little Collins St, CH2 Melbourne Vic 3000

TIMES: Mon – Thursday: 10.00am – 6.00pm, Friday: 10.00am – 7pm, Saturday: 10.00am – 5pm, Sunday: 12pm to 4pm (during sale period only)

Find the Store