For its Spring Summer 2017 collection, STAND introduces a strong lineup filled with the coming season´s wardrobe essentials, edited to include a sense of lightness and ease. It is a collection made in paper thin leathers and smooth suedes, adding a fluidity and softness to a soothing and light silhouette.
The collection is a clash of two contrasting elements; one consisting of sporty infusions, visible in utilitarian leisure pieces such as the upgraded bomber jacket, a lightweight parka as well as bottoms with elastic waists. The contrasting element is that of softer and romantic influences where frills, fringes, asymmetric lines and belts add femininity and edge to the collection. The recipe for success is to boldly mix the two parts of the collection together to get the contemporary look and casual street wise attitude that is the very fundament of STAND.
As an add on to the Spring Summer 17 Collection, six collaborative pieces are created with a vision of putting statement work into the collection. These pieces have uniquely designed embroideries, using an innovative colouring technique which has never been explored before. The embroideries, inspired by tattoo art, will be exclusively shown during the Spring Summer 2017 Show.
This seasons colour palette is carefully composed by on the one hand warm neutrals, from soft greige tones to bolder camel, graphite hues, and soft pastels. On the other hand, an infusion of vivid accent colours that inject a discreet sporty vibe to the overall expression of the Spring Summer 2017 collection.
STANDs signature biker jacket is naturally the heart of the collection. This season it comes in a cropped version and in new colour ways, always with familiar details and the perfect fit.
“Embroline by Coloreel – “One thread, unlimited colours”
Coloreel is an innovative company from Sweden, soon to present its first product “Embroline” based on the Coloreel technology; a versatile technique for colouring thread on demand. Exclusive collaborations have been made with selected designers to create limited embroidery editions using Embroline.
The technique, not yet available on the market, will challenge the embroidery industry; the designs and its production process.
Embroline is a ground breaking attachment for embroidery machines. By instantly colouring a thread during production, it enables unique designs and vastly improves overall production efficiency.
Creative Director Nellie Kamras Stylist Linn Hägglund
COLLECTION AW 2016
STAND A/W16 is all about wearability and personal style. If previous season presented a girly, sporty and playful version of STAND, this collection is a slightly more matured and multifaceted edition where the STAND woman can act as a modern chameleon, easily putting together day and night ensembles. Wardrobe staples are balanced with more cutting edge pieces, all with contemporary and up to date characteristics.
This seasons silhouette is generous and relaxed yet feminine and accessible.
Contrasts in materials are visible throughout the collection and tactility is of greatest importance where surfaces are both soft and hard, matte and shiny. Combining two or more materials and colours in the same garment is a new take on patchwork. The result is an urban camouflage; a bold mix of different kinds of long and short haired fur, colour blocking faux fur, shaded spotted fun fur and traditional camo coloured pattern let the wearer both stand out and blend in to the urban landscape.
STAND continues to explore the world of colour, adding a palette of autumn tones to the very essential black. Different shades of the same colour in a variation of qualities enrichens the colour card. The season’s rosty red accent colour is beautiful in all various qualities adding edge and playfulness to the STAND A/W16 collection.
Creative Director: Nellie Kamras Stylist: Linn Hägglund
STAND was founded by Nellie Kamras in 2014 from the idea to meet a demand for expertly designed, high fashioned leather pieces at an accessible price. Since then the brand has expanded to deliver seasonal collections mainly in leather, but also pieces in suede, fur, wool, cashmere and faux fur.
STAND pay tribute to the simplicity of pure leather, making every piece highly wearable and the perfect companion to a capsule wardrobe.
Inspiration is found in the French feminine effortless chic aire, with an iconic Scandinavian simplicity and purity to every garment.
With a family background within the leather fashion business since 35 years it came very natural for Nellie, taking advantage of an almost innate talent and knowledge about the industry. STAND is a brand of her own, and today the obvious choice for style-savvy women looking for delicate wardrobe staples.
STAND is now a renowned contemporary fashion brand that can be found in selected premium stores throughout Scandinavia and Europe.
Cardellgatan 1, 114 36, Stockholm,
CONTACT Karolina Ytterberg, Patriksson Communication
PHONE +46 (0)70 471 89 30