Lookbooks: SPRING/SUMMER 2010 COLLECTIONS
The collection takes off where our concept of reality ends. We enter a landscape of dreams, built from our subconscious mind. Historically, this artistic direction has been dubbed surrealism.
It formed during the 1920’s as a reaction against the established and conform ideas of the time. Instead, surrealism built on ideas of how to release the mind from the body.The journey into the surreal coloured landscape is fulfilled by a link to Tiger of Sweden’s core rock’n’roll values. This time, the collection is exploring the more glamorous part of the rock world, with its twisted, yet chic concept of the rock ideal. The surreal and the glamorous meet in the optimistic colour scale, dominated by blue and red.
A sharp and self-conscious silhouette marks the men’s label with outerwear in classic shapes. Like the single- or double-breasted overcoat, the Harrington and the bomber jacket. The suits are sharp, short and come in two- and four-button models. The one-button blazer offers a longer and more elegant look. Trousers come in cigarette or pegged styles. Knitwear has new technical yarns and lots of colours.
The women’s label collection has a sensual femininity, with a slim-fit and plenty of attitude. The collection features key garments like the draped trench coat, short-fitted blazers and frill dresses. Preferably completed with skirts and tops, heavy knitted sweaters, and simple tank tops. Trousers come with slim legs.
TIGER OF SWEDEN JEANS SPRING/SUMMER 2010
Tiger of Sweden Jeans collection is a clash between laidback 1980’s American west coast and a conscious 1990’s style. It’s a play with preppy style in two directions, that ends up in an updated interpretation of Americana – a modern blue denim concept that owes its heritage to American style ideals and an easygoing coordination of garments.
The Men´s jeans collection has a contemporary approach to the 1980’s laidback American west coast look and the 90’s grungy thrift store look, with loose fitted trousers and shirts together with an abundance of easily worn garments.
The Women ’s Jeans collection has a relaxed 1980’s and 1990’s high school feeling – a Tomboy look with menswear shirts mixed with frilly dresses and girly tops. Dresses, blouses and loose fitted jeans make up the staples, and the denim waistcoat sees a comeback. Jackets and sweaters are cropped. The full-length skirt is important and so is the frilly suede jacket. The all over printed paisley jeans is a key item.
View the collection on flickr.
