In the spirit of all things Swedish, the label Minimarket, designed by sisters Sofie, Jennifer and Pernilla Elvestedt is confusing in all the right ways. You have simple, well-cut, back to basics type garments that Swedish designers really excel at – J. Lindberg, Fillipa K etc. It’s all still interesting but not grabbing me immediately.
But then, sharply (and I mean sharp in the most acidic way) contrasted with all the simply nicey-nicey-ness is the injection of these floral prints that are are part Gucci-floral-esque, part child’s play clothes. It works because it throws you but doesn’t leave a horrible aftertaste. These jackets are definitely aiming to be ‘bad in a good way’.
The difference being between the nicey-nicey and the surprising element is that I could buy the former with ease online (Minimarket is available online if you don’t have a stockist near you) but the latter…. I’d definitely have to give it a real life road test to see how the florals work on me. Tomorrow, in Tjallamalla (THE most-mentioned shop on my plea to Stockholm-ers), hopefully I’ll get to try on this all-checked jacket and shorts combo. I know it’s not particularly in-season, this season or next, but anyway but I’m still enamoured with BIG BIG checks – gingham gone giant. A nice combination of nicey-nicey (the shapes) and the surprise (big checks).