The Austrian artist, Svenja Deininger’s abstract paintings provided the starting point for Dagmar’s AW17 collection. The mix of colours, surfaces, textures and graphic shapes found within her work appeals to the Dagmar woman.

Aerial photographs of landscapes are recalled when standing in front of Deininger’s large scale canvases. These graphic divisions proved to be particularly inspiring for the placement of intarsias, in knitted sweaters that utilize three different yarn qualities within a single garment. The ‘dividing line’, a reoccurring theme in her work, is also explored in experimental cuts in the collection.

The collection emphazises knits and offers ultimate basics in sustainable qualities such as a recycled merino wool as well as a recycled cashmere, etc. Masculine inspired outerwear, traditional shirtings, ribbed tops and dresses, suitings all with a feminine twist and expressive details are what Dagmar’s AW17 collection offers.

The colour inspiration comes from Deininger’s palette, ocean blue, landscape green and oxblood the contrast colours are dove blue and lipstick red. There is also a strong graphic black and white story in the collection.

Designer: Dagmar Stylist: Victoria Sekrier / Lalaland Artists Casting: Jacob Mohr / Creartvt Hair: Erika Svedjevik / LinkDetails Makeup: Anya de Tobon / LinkDetails Music: Ohlogy Show Coordinator: Anna Ellinor Sundström / Patriksson Communication



In the modern world, where technology is an integral part of our everyday lives, the Dagmar Woman finds herself drawn to nature and real experiences as a counterbalance. For Spring Summer 2017, Dagmar presents a collection that combines the fundamental with that which has been reimagined to become the radical.

The woman we picture is sensual and confident. Where society struggles to find the balance between the natural and artificial, she utilizes the dynamic nature of these contrasting elements. In the same way, the collection combines and transforms fundamental garments such as the crisp white shirt and classic cable knitted sweater with progressive cuts and knitting techniques.

The silhouette is tapered, often fitted at top but loose and wide at bottom, or built in layers like a fan. The collection presents both oversized loose fan-shaped dresses and outerwear, as well as silhouettes where the waist has been marked by a drawstring, or another functional element that can be individually draped or adjusted. The fan shaped neckline plays a key role in the relaxed silhouette found throughout the collection.

Details and finishings find inspiration from sportswear and functional solutions such as taped seams, drawstrings and perforated fabrics. In contrast to the fundamental shapes the collection presents a number of draped skirts and dresses.

The woven qualities range from cotton poplin and cotton chinos, to technical linen blends and an ultra-light parachute inspired fabric. The leather is soft, light and drapy. Spongy knitted fringes and ribs contrast with cable knits and reimagined basket and lace knits.

Key items in the collection include a loose fit chino pant, knitted tops and dresses in a graphic lace knit pattern. Also featured are clean Caroline Bessette-Kennedy style dresses that have been reimagined to become voluminous.

The colour palette is neutral, constrained to tones of whites, oats, chalk, stones, indigo, sky blue, and dried herbs – the natural – contrasted with a strong technical orange – the artificial. Surreal paisley patterns are contrasted with the crisp white of men´s shirts and a classic Breton stripe.




House of Dagmar


House of Dagmar is a Swedish fashion house based in Stockholm, run jointly by three sisters Karin Söderlind, Kristina Tjäder and Sofia Wallenstam. The brand is named after the sisters’ late grandmother by the name of Dagmar, who herself was a tailor and model of confidence, ability and style. It is her qualities that form the blueprint of the Dagmar Woman. The brand is sophisticated, architectural and specializes in expressive knitwear. Inspiration is taken from architecture, contemporary art, music and culture. Dagmar is progressive in its approach to design and use of sustainable materials and production methods. Since the label Dagmar was launched in the Spring of 2005, it has been widely recognized by the Scandinavian fashion industry, as well as the press throughout Europe, United States and Asia; receiving several prestigious design awards for its achievements.


Cardellgatan 1, 114 36 Stockholm

CONTACT Fanny Savilahti
PHONE +46 (0)8 528 005 90

By appointment



CONTACT Sara Bourke & Lisa Dixdotter
Patriksson Communication
PHONE +46 (0)8 528 005 90