Quirky Swedish Fashion
By the time Jenny Hellström was barely in her teens she already knew that she wanted to become a designer when she was older. Having started sewing her own clothes whilst still in high school, she soon become known as “the girl with crazy clothes” in the small Swedish town that she grew up in. After studying design, pattern making and marketing in Sweden and Denmark (1995-1997), Jenny Hellström went on to assist costume designers working with musicals and opera and was soon inspired to launch her own label.
These days, the Jenny Hellström label can be found in more than 150 independent boutiques in over sixteen countries. The label has three lines, the Main Collection, Jenny Hellström Nerve (the more edgy and exclusive part of her range) and Jenny Hellström Man (the menswear collection). Collections feature clean designs with an emphasis on details with basic shapes based on futuristic interpretations of 50's, 60's & 70's fashion. Jenny Hellström aims to make clothes for independent young men and women that want stylish yet comfortable outfits that will function well both as work-wear and party-wear.
There’s often a subtle quirkiness to Jenny Hellström’s designs - which is perhaps not surprising given that she lists “old ladies in general” as one of her main sources of inspiration, together with slightly more conventional sources such as funk and soul music, photography, Asian and American documentaries, urban landscapes, furniture and architecture. Take a look below at a selection of outfits from the Jenny Hellström range, check out her webshop and remember to visit her store when you next find yourself in Stockholm.
Comments