Preen by Thornton Bregazzi SS12

The Spring Summer 2012 collection by the designers Justin Thornton and Thea Bregazzi is just perfect for the sunny months. I love the geometrical prints and the pastel colors!

* Photos from www.preen.eu

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Kormákur & Skjöldur – The butchers of Reykjavik

Kormákur & Skjöldur was the masculine touch of the third edition of the Reykjavik Fashion Festival. The designer Guðmundur Jörundsson surprised the audience with the newness of a collection that in another time could have been considered classic.

Beardy and virile Icelandic men coming out of a slaughterhouse was the perfect scenery to show the collection “d r e s s  t h e i r  f l e s h” on the catwalk.

I had the chance to ask Guðmundur about this first experience and future projects.

How was your first experience at the Reykjavik Fashion Festival?

I was happy with the festival and the final result for us, being our first full size collection I think the brand managed to deliver it’s image and vision.

What was the biggest surprise of the festival for you?

I was surprised how smooth everything went, as it looked very kaotic at time. I was also very happy with our make-up team. They really knew what they were doing.

Kormákur & Skjöldur’s show was full of virility and testosterone; where is all the inspiration coming from?

I have been developing my testosterone obsession for a few years now. I wanted to bring that element to the maximum, and what is more butch than butchers? The butcher element is the twist to our classic base. Although our “classic base” is not to find anywhere as classic, but it used to be classic; cuts and silhouette is new, much more width and very high waisted trousers.

Have you ever considered designing for women?

Yes I have and yes I will! Hopefully in the next few years we can add a women’s collection to the Kormákur & Skjöldur brand. I am looking forward to that.

What is next for Guðmundur Jörundsson, as designer, and Kormákur & Skjöldur, as brand?

Now we are focusing on production, and getting that straight. Along that I am designing Spring/Summer 2013 for Kormákur & Skjöldur. Along some side projects such as theater and more interesting things. Soon we will be looking for buyers outside Iceland and to promote our brand internationally. Exciting times but hectic!

To learn more about Kormákur & Skjöldur click here.

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Milla Snorrason – The feminine side of Reykjavík

Borghildur Gunnarsdóttir presented her collection for the first time at the Reykjavík Fashion Festival under the brand name: Milla Snorrason.

We saw a very feminine and sweet line that she designed while she was living in London. Away from home, she took Reykjavík as her main source of inspiration; especially the buildings by the architect Guðjón Samúelsson that we can see hidden in the prints that she has created.

I had the opportunity to ask some questions to Borghildur about her feelings after  the festival and her future plans.

How was your first experience at the Reykjavik Fashion Festival?

It was great! I had so much fun and I was so impressed by all the people that got together and made it all happen. It takes a lot of hands and a lot of minds to create a show like that and everybody worked so hard and so selflessly. It was amazing to be a part of and I’m very grateful to everyone.

What is the best memory you have from the festival?

Watching the girls on the runway, seeing the show come together with the music creating exactly the atmosphere I wanted was an amazing feeling and celebrating with the girls and my other little helpers back stage after the show were the best moments ever. Meeting my family, boyfriend and friends afterwards was also one of the high notes of it all.

Looking back, is there anything you would have done differently?

Yes of course! You should learn something from every show and since this was my first proper one I learned a lot. Loads of things regarding time management, planning the samples production and prioritizing I’ll do differently next time.

You had some amazing wooden accessories as part of your graduation collection. Are you planning to continue with the accessories line?

Thank you! I might actually. I have had some requests and I still like them very much. I might do a new design of the glasses for example. I actually still have a few pairs so if anyone wants to buy please contact me. :)

What is your next project?

My next project is to find producers for my clothes, to make a lookbook, to advertise, to take orders etc. For me it’s a very big project because I’m learning things as I go. Wish me luck!

If you want to learn more about Milla Snorrason and buy online click here.

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RFF Backstage

The brilliant German photographer Ruediger Glatz, took a series of pictures during the Reykjavik Fashion Festival as part of his project The New Black

These are for me some of the best backstage pictures of RFF.

* Pictures courtesy of Ruediger Glatz

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ELLA – Icelandic Slow Fashion

The ELLA show at the Reykjavik Fashion Festival was all about class and elegance. With the woman who travels with style as leitmotif, Elinrós Lindal (Creative Director and Founder) and Katrín María Káradóttir (Head of Desing) showed what slow fashion looks like with a glamorous mise-en-scène.

I had the opportunity to ask Elinrós some questions about their first experience at RFF and the brand.

What are your feelings after taking part on the festival? Has it been a good experience for you and ELLA as a brand?

I have a very positive feeling about the festival. I decided it was very important for us to take part. We are a new brand and we wanted to get feed back from journalists but also the general public. We got to know more people in the fashion business here in Iceland. We got to know professionals that we would consider working with in the future – with make up etc.

It was also very important for ELLA the team; we decided to start the journey together and we did not finish until everybody in the team was happy with the results. I think that the energy within the team was very positive, and we worked stronger together than each of us would do separetly. Thats the best measurement of success for me and gives me confidence that we can grow professionally.

Is there anything you would change for next year?

Yes – I would. But in the end of the day we were honest and true to our values. I hope we will be able to show bigger line and that we have grown next year; we are only on our first year in operations. I started working on ELLA four years ago. I know that within ten years we will be where my vision for the brand is. But I´m enjoying every minute of the day and taking a learning out of everything we do.

Was there any surprises for you during the RFF?

Yes – I believe that the fashion industry in Iceland is very young so I did not expect a whole lot from it. But what surprised me was the talent and good work of many of the young desingers in the fashion business here. Many that have limited capital to work with, used great fabrics and showed collections that were beyond what I would have expected. I truly believe that the fashion business here in Iceland can help rebuild the economy here – and I hope that the government will share my believe and do the groundworks of helping young companies grow. We should have learned by now that leverage is not the way to grow; creating value with designs is definetely more tangable then numbers on balance sheets.

Ella is not only clothing but also, perfumes, home fragrances and candles. Is the brand planing to expand to any new market? Maybe home design?

Yes – definetly. Next year we want to offer few items for men. Some of my manufacturers make beautiful children clothes, so I would like to make few items for children also. But we do it very slowly. Iceland is a great test market and you can see pretty fast if things work or not. Home designs are very dear to my heart, so why not?

As representative of slow fashion in Iceland, could you give a piece of advice to the new/young designers that are starting their brands?

I´m no specialist when it comes to fashion designs; and I am too focused on learning myself. But my experience is that being a fashion designer is a lot of work. Establishing your own business is also huge work, but because I´m so passionate about learning I would advise young designers to choose an advisor and learn as much as possible before they establish their own brand.

Two of the key players in our team have great passion for teaching. Hopefully they will be able to mentor young people that will later put their marks on international fashion market.

Slow Fashion is the only way to go for me. Emerging markets are in Asia; Europe is really suffering now for most of the fashion houses are manufacturing in Asia. This is something young designers can capitalize on, because they can manufacture low quantities with very good companies in our economic zone. If you are from Europe, offering European designs, why not do it in the cradle of high quality fashion? That’s my advise.

To learn more about ELLA and buy online click here.

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The Best Looks of Reykjavik Fashion Festival (Part II)

These are the rest of my favorite looks of the talented designers that showed at the Reykjavik Fashion Festival.

It has been hard to chose only one outfit of each!

BIRNA

KRON BY KRONKRON

MUNDI

REY

ZISKA

HILDUR YEOMAN

* Photos by Fridrik Orn

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The best looks of Reykjavik Fashion Festival (Part I)

I have been looking again and again at the collections of the eleven designers that showed at RFF and developed an especial feeling for them. Suddenly I can imagine myself wearing some outfits that usually wouldn’t fit my style and now I love them.

But I was wondering, “what if I could only choose one look from each designer”?

ELLA

KALDA

KORMÁKUR & SKJÖLDUR

MILLA SNORRASON

ÝR

* Photos by Fridrik Orn

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