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SFW AW21 – HUNKYDORY: 70’s and Chic à la Française
After their relaunch in 2020, the Swedish brand HUNKYDORY introduces its AW21 collection that combines a seventies rock inspiration with a hint of French effortless elegance. Behind their concept of «the lasting contemporary», the brand manifests its sustainable approach, based on a long-lasting capsule wardrobe, made up of carefully selected garments and high-quality materials. Therefore, the collection presents a small range of timeless pieces, with jeans, shirts and jackets taking the prime position. Denim, leather and shearling are paired with silk and velvet, to give an elegant touch to the cool 70’s vibe that punctuates the collection.
One hiccup though: I might be extremely biased here but when considering a timeless staple, a pair of flare jeans are definitely not the first thing that comes into my mind – not even the second to be honest. I agree that brands surf on the 70’s hype regularly, but flare jeans are like neon yellow: you know when it goes, you never know when it will come back. Maybe in half a decade. Maybe next season. So, from a brand that settles for style regardless of trends, I feel a bit sceptical about this project.
Nonetheless, the collection is agreeable and undoubtedly easy-to-wear. I have to say, I got very intrigued as soon as I read «French au naturel» in the description of the collection – it triggered my natural frenchness. Sometimes, the chic à la française is proclaimed a bit wrongly. However, HUNKYDORY makes the mark. The silhouettes are put together with simplicity. Even in the hair and accessories department, the brand serves us that French fantasy of «I got dressed in 10». No over-layering, an essential colour palette (black, blue, brown and white), everything put together in monochromatic outfits… The collection has that Inès de la Fressange kind of vibe.
Still, I wish I got more a few more iconic looks. Though I’m perfectly aware that I’m writing about a brand that stands for everyday, simple style, I miss variation in the collection as well as a little bit more time to appreciate it, the clip being terribly short – but as it seems, the “short and sweet” attitude has become the signature of Stockholm Fashion Week by now.