ABOUT THE COLLECTION
Naim Josefi presents his AW 18 collection INHABITANTS of a secret garden.
The inspiration for Naim Josefi’s AW 18 collection INHABITANTS is drawn from biology. The story is about the inhabitants of a secret garden – a botanical garden, featuring shell like structures and beautiful cuts. The focus is on the inhabitants who are bugs, and their amazing shapes, colours and variations. “I’m amazed by their incredible shiny shells, colourful patterns and metallic accents. In the collection, I have adapted the colour range of the bugs and gather them together in the green base colour of the garden. The shifting shades in the fabrics and the combinations of different patterns create a dynamic dimension of their appearances”, explains Naim Josefi, Creative Director and Founder.
The collection consists of coats, blazers, dresses and knitwear with a tailor-made feeling. A selection of denim styles, a part of Naim Josefi’s denim line GANGS, and a few exclusive red carpet gowns in knitted steel, together with 3D printed bugs are also a part of the collection. The headpieces are a collaboration with Matthias Lavesson.
Naim Josefi dedicates this collection to all the colourful and empowered women who inspire him in his work.
Designer: Naim Josefi Stylist: Naim Josefi Hair: Hillewi Gottfridsson Make up: tbc Music: Erik Von Sydow Hats: Matthias Lavesson, Loope Jewelry: Märta Larsson Show Coordinator: Peter Andersson, PAP Studio
COLLECTION SS18 METAMORPHORIS
Naim Josefi presents METAMORPHOSIS, a collection with focus on transformation.
METAMORPHOSIS, Naim Josefi’s collection for S/S 2018 is inspired by natural science. “The collection is about the journey, the suit’s transformation into a dress. The tailored styles are based on the same system as in biology, where butterflies undergo a transformation and theirs shape changes. ”For example, by working with a fabric, I can sculpt a men’s blazer into something abstract, interesting and feminine, that I apply to womenswear. Just like in nature, the shape of the organism transforms”, explains Naim Josefi, Creative Director and Founder.
White and black are the key colours of the collection. The white colour is summery, pure and exclusive and the black colour adds playfulness and edge. The focus is on stripes, which also become part of the transformation process, by taking new shapes – as pleats. All details, such as patterns and proportions transform, whereas graphic, 3-dimensional shapes pop up.
The collection consists of blazers, dresses and basics with a tailored edge. Some denim styles that are from the denim line GANGS and some knitted styles are also a part of the collection.
Naim Josefi hopes that his design will give his customers a stronger self-esteem. “I like to highlight women’s incredible strength. Imagine, if anyone wearing my design could feel a boost of confidence, independency and open mindedness, that would be a dream”, says Naim Josefi.
Some limited edition styles will be available for Buy Now in Stockholm, Gothenburg and online directly after the show.
Stockholm: Naim Josefi Store/Studio, Rörstrandsgatan 24.
Gothenburg: Musa Mode, Viktoriagatan 11.
Designer: Naim Josefi Stylist: Robert Rydberg / LinkDetails Music: Erik von Sydow Show Coordinator: Peter Andersson, PAP Studio and Corinna Dabrowski, Red and Square Fashion PR
COLLECTION AW17 GANGS
GANGS is a tribute to Yves Saint Laurent’s The Mondrian collection from 1965, where simple shapes with art-inspired patterns mark a new area in fashion: ready-to-wear. To keep it simple and accessible, Naim Josefi shows denim as the key fabric of the collection.
“I wanted to transfer tailoring techniques, with sharp, elegant fits to denim in a fresh and innovative way. The colour range is monochrome blue, grey, white and black with a laser printed graphic pattern. The monochrome in my collection is a tool that makes it simple and quick to style. I think fashion should play a role, and one of these functions, according to me, is to make everyday life easier by providing garments that are aesthetically correct and that give you a subconscious boost. I hope that GANGS will inspire my customers to wear creative items in their everyday lives. During the design process, I thought a lot about the movie “Gangs of New York” and I want my design to make you feel strong in the tough times we live in,” says Naim Josefi, Creative Director and Founder.
The collection consists of three different jeans fits, slim, boyfriend and wide leg, matching tops, shirts, jackets, jumpsuits, dresses and accessories, preferably worn in a total monochrome look. 100 pairs of jeans will be sold in a numbered and limited edition. Denim garments with sequin details and three Haute Couture dresses will be part of the collection and made-to-order.
Supporting sustainability, production is situated in Portugal and uses ecologic denim fabrics with a high-tech laser treatment to create the patterns. The laser technology reduces the water consumption by 80% in the washing process.
This is GANGS and Naim Josefi.
Designer: Naim Josefi Stylist: Robert Rydberg / LinkDetails Music: Siri Sperling Böckström Show Coordinator: Corinna Dabrowski / Red and Square Fashion PR Hair: Karolina Liedberg Make up artist: Josefina Zarmén
Naim Josefi is a fashion brand based in Stockholm, Sweden. Since its launch in 2010, Naim Josefi has become a well-known name in the fashion industry and in media, both in Sweden and internationally. With an eye for fashion forward design and sophisticated tailoring, combined with high technology, Naim Josefi received several prestigious awards. Growing up in a retailer’s family business and, after working as a tailor at Bespoke studios, in theatre and for Swedish Couture designers, he studied fashion design at Beckmans College of Design in Stockholm. During his studies, he started getting international attention for his work. In 2011, British Design Museum nominated him for the “Designer of the Year” award alongside Lanvin, Jil Sander and Comme Des Garçons and in 2012, his innovative 3D printed shoes were chosen by the Victoria and Albert Museum to be featured in an exhibition showcasing up and coming designers. Naim Josefi is also the winner of Project Runway Sweden 2012 and collaborates with companies such as Lindex, Nelly, Happy Socks, Swedish Steel and Ljungbergs Factory. Naim Josefi launched his own pret-a-porter line for A/W 2017, the denim collection GANGS, available at a selection of stores in Sweden, at Naim Josefi store in Stockholm and at Naimjosefi.com. A Couture version of the evening gowns with Swedish steel sequins from AW 17 made success at the Oscars 2017, worn by Swedish-Iranian actress Bahar Pars.