Written by Katarina Jansdottir

Josefin Strid is the latest designer to emerge on the thriving Swedish fashion scene. After just two seasons she managed to establish herself with her colourful and simple silhouettes shown at Mercedes Benz Stockholm Fashion Week. Strid’s customer is a conscious urban consumer who seeks clothes of high quality that last longer than one season.

Menswear is her main focus and her autumn/winter 2012-13 offering was the result of a humble self-exploration. Strid and her team carefully read the critique they had received and stopped to think; who are we? what do we want to be? After a trip to New York, she embarked on her new mission – to “investigate and explore the masculinity in menswear and how it can be bent in various directions.”

The resulting collection is androgynous and tailored to perfection with an architectonic sensibility. Wool, silk and leather are the main materials, and Strid plays cleverly with the different textures. Layers are balanced in a skilful game of proportions. The collection is brightened up by use of attention grabbing red and deepened with a captivating midnight blue. Josefin Strid’s approach to design stands out in the modest Swedish fashion landscape and the resulting look is one that is elegant and desirable to both men and women. The journey has just begun and we are excited to see where she will take us with her future collections.

Images via Mercedes Benz Stockholm Fashion Week