collection spring/summer 2017 - new bloom

The spring and summer collection for 2017 is a playground in which we perform artistic craftsmanship. We weave in old artisan traditions and stitch in details with childish enthusiasm.

We twist and shape delicate rosettes and offer surprisingly brutal unconventional elegance.

The cuts are done with technical skill and given that special touch through nonchalant styling, where the hair’s own wave and body is vital. Shiny wetlook areas contrast with powdery pieces, in both hair and makeup.

The spring and summer’s makeup is gold, gloss and blue shadows, as well as coloured eyeliner.

Individualism as inspiration, rather than trends, with matching tones and contrasts that are playfully created on the spur of the moment.

Our message is that we play with ideas taken from young children, cheerful detailing in deeply pigmented, enthusiastic shades that provide an interesting mix of shapes and colours, and which set each other off wonderfully. /Björn Axén Artistic Team


Hair och idea: Christian Backman, Jenny Balchin, Sofia Geideby and Peter Hägelstam from the Björn Axén Artistic Team

Photo: Leonard Gren

Makeup Artist: Diana Tillström

Stylist: Linda Jägerström

Models: Jace W, Maria P, Agnes R and Victor E – no agency. Hugo L and Emiliy P – Elite Models. Mathilde S and Ida G – Le Management


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Collection S/S 2017
Collection aw 2016