Through the medium of fashion photography, Stylein presented a collection of female power at Fashion Week Stockholm this season. Following their Autumn/Winter collections from the past two years, the brand continues to thrive as the leader in minimalistic tonal dressing. This year, however, they’ve decided to take a different approach in how designs are showcased.
Combined with the photo exhibition was a mini showroom, where women could get a closer look at the clothes. Hung on a sleek rail in colour-coded perfection, they presented themselves as the modern woman’s capsule wardrobe, pared-down carefully as a result of Marie Kondo’s life-changing revolution. Minimal, yet effective. Monochromatic, but with bursts of ochre and mustard to spice it up.
“I’m obsessed with creating designs that could potentially live forever, while being fully contemporary and modern. It’s crucial for me as a designer to create something that’s going to last longer then seasonal trends” – Elin Alemdar, Designer and Founder of Stylein
Structured forms, simplistic solutions and true girl boss-like silhouettes is how one can summarise the concept of Stylein. Cream, black and navy, broken down with some warmer tones, are the usual colours the brand works with. The AW19 collection included masculine tailoring, combined with floaty satin and black vinyl for the ultimate power dressing. Designer Elin Alemdar captured the need for expressing your personality in corporate fashion and somehow made the two work together. Perhaps not the most innovative or bold, it was a perfectly wearable collection for the modern working woman, who wishes to attain a more slow approach to fashion in her life. With timeless elegance, as presented by Stylein, it isn’t as hard to achieve.
Although the photo exhibition combined with an interactive, meet-and-greet event were an intriguing alternative to a traditional catwalk, they left a desire for more. As oppose to expressive media, such as promotional videos, photography only allows to see a campaign in a still, two-dimensional way. On the other hand, the palpable experience offered guests to feel the quality of fabrics for themselves, which has a certain exclusivity element to it. Still, it could have been a bit more immersive, perhaps through involving more movement.
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Tags: aw19, capsule wardrobe, fwsthlm, fwstockholm, minimalistic closet, Stylein, Swedish fashion
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