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Men’s designer Andreas Gran about S/S ’17 fashion show.

How does it really feels and what happens for a designer after a fashion show? We asked our Men's designer Andreas Grahn.

Tigerofsweden.com Andreas Gran thanks the audience after the Spring/Summer 2017 Fashion Show

First of all, congratulations to a great show! Did the show lived up to your expectations?
Nothing ever lives up to my expectations in general but I must say with some perspective I am really happy with the result. We managed to get the music specially written for us by the most awarded producer at the Grammys 2016, NISJ. We made a fantastic production thanks to all the talented people at the marketing department. We managed to push the brand in to the future and still attract the commercial buyers. That is the most difficult task. Make the fashion editors exited and at the same time get the buyers to see commercial possibilities. I believe we managed to do that but we have just started this journey. Next time will be even better. We can always be better at everything we do.

All of us know that it's a lot of work behind a show, how does it feels after? Empty? Proud? Happy?
Its a strange feeling, Its so much work behind this and when its all over its almost like a depression. I have been thinking about every little detail about this collection and show almost all my awaken hours for the past months. Everything has to be prefect and perfection is a hard stage to reach. After a show you lay yourself flat and let everybody judge you. That is a bit scary. Looking back, I must say I am very proud of what we all achieved together. We are making the brand much more progressive and I am really happy that buyers and journalists appreciate the change we are doing.

If you had to choose one look to represent the whole S/S ´17-collection. Which look and why?
You need more than one look to summarize the collection. We want to show the world the progressive and modern country we are representing by naming ourselves ”of Sweden”. We wanted to show how Sweden has developed from the Baroque era until to day. We should be the leading brand when it comes to contemporary tailoring and the looks the best summaries that are these once. They show thebaroque influence at the same time as they show a modern way of wearing a suit.

Do you read show reviews? If you do, are you happy with the journalists words?
I have read some and I must say that I am very happy with the feed-back we have received. They understand and appreciate the story we want to tell and the changes we do to the collection. We are being referred to as a modern and contemporary tailoring brand and the exactly what we want to be.

So Andreas… What’s happen now? What are you working with?
Well the 12th of August the whole new fall 2017 collection has to be done, so we have to come up with an idea around that and then draw around 400 sketches. That is what is going through my mind now.