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 ́s collections are characterized by his special interest in fashion, couture, science and technology. Naim Josefi launched his own pret-a-porter line for A/W 2017, the denim collection GANGS, which became widely mentioned in media and sells at Naimjosefi.com, Stockholm Collection and Naim Josefi Store/Studio. The dresses with silk chiffon and sequins of Swedish steel from the same collection were worn by program leader Clara Henry during the final of the song contest Melodifestivalen 2017 and by singer Little Jinder at the Swedish Grammy Awards 2017. A couture version of the evening gowns with Swedish steel sequins made success at the Oscars 2017 worn by Swedish-Iranian actress Bahar Pars. A trained fashion designer and tailor, Naim Josefi became known to a broad public, winning “Project Runway Sweden” 2012. In the following years, he successfully built his own fashion brand and he has also designed outfits for celebrities like Lady Gaga and Tove Lo. Other design collaborations include a capsule collection for Nelly.com, a capsule collection for Ljungberg’s Factory and a futuristic shoe design for Swedish Steel featured in the world’s biggest science magazines. The purpose of the Naim Josefi brand is to offer modern women a designer wardrobe that is good-looking, easy to wear and powerful.
Rörstrandsgatan 24, 113 40 Stockholm
CONTACT Janusz Dabrowski, Maja Kvamme, Red and Square Fashion PR
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PHONE : +46 (0)8 642 68 37