DIAMONDS ARE FOREVER
DESERTED Fashion with attitude
THE PROCESS F책 et kig ind bag murene hos munthe plus simonsen
My favourite outfit Find out what we fancy
Something to keep you warm page 10
Diamonds are forever page 4
Inspiration page 6
The process page 28
Deserted page 12
Najas favourites page 30
My favourite outfit side 32
Welcome The AW13 collection has just landed in the stores and you can start to look forward to gorgeous styles to keep you warm during the winter ... This season we have focused on crystals and gems, as you will see in the various prints and embroideries. This latest collection offers several different colours, such as red and green shades, as well as the obvious candidates grey and black. The colours are beautiful and they give you the feeling of a glorious autumn day where the sun’s rays colour the falling leaves. As always we focus on good natural qualities, such as cotton, wool and silk, and of course leather is also part of the collection. In this edition of our e-magazine you can read about how Naja Munthe found inspiration for the new collection, and get a peak into the long process of creating the collection. Additionally, you can see how stylist Maria Angelovas styles the collection in the hilly and rough landscape on the sunny island of Majorca. Again we will show you Naja’s personal favorites, and some of the girls who work daily with our clothes will show you their favorite autumn look. We hope you enjoy our AW13 collection, and we look forward to dress you for another season! Have fun with our second e-magazine.
DIAMONDS
are forever
Uneatherns unique crystal necklaces are mounted in a used cartridge. It provides a great rawness to the fine crystals. Available at www.bonadrag.com at the price of $ 350
We love ‘Phi’ for its beautiful prints and careless draping. Eur 291,Broderie anglaise inspired by the shapes of gemstones adorns this dress and top, and gives a sneak peak of skin. Eur 331,-
Eur 251,-
U.S. Artist Debra Baxter works with crystals and their contradictory forms in various sculptures.
We all love Marilyn in this movie. In this collection we have been inspired by a variety of crystals and gemstones, and we are fascinated by the multi-facets shapes and stunning reflections.
The jacket Prudence has a fine facets pattern of leather patches and ribbons to emphasize the waist. Eur 304,-
Crystalline tie dye This jersey dress is super easy to put on, but you still look like a dream in this great print. Eur 159,-
Facets characterize the look of this fine silk blouse. Eur 251,-
A silk top with beautiful rhinestones is perfect for a night out. Eur 212,-
I LOVE raw and
Naja Munthe has once again taken a cue from nature when she designed AW 2013. Now the beautiful collection is in the stores. Here the designer tells about how the collection has come to life. What has inspired you? I have been very inspired by jewels and crystals. Both in the design, in the form of it´s etched unions and rough forms and the colours, which are green, red, pink and white. These are the colors that formed the background to the colour palette I have worked with this season. Precious stones heavily impact both in the prints, but also in the decoration and the applications on the garments. I think the colours are really gorgeous. Danes are not wildly thrilled with colours in the autumn season, so it’s an art to make coloured clothes. But it has succeeded in this collection, and the colours have sold well. In Spring/Summer 2013 it was feathers and birds that inspired you. Is it the same principle you have applied this time?
The principle of having an inspirational platform and then using it for inspiration in the colours and shapes are the same. However, you can’t be too stringent, there must be room for other designs than just those leaning against the platform. Why have you used gemstones as inspiration? It’s a very powerful material and it is also very Scandinavian because it is unpolished and unrefined. It’s not diamonds and sapphires. It’s rougher, like it was just dug out of the ground, which is very Scandinavian and Nordic. In this context it needed be a bit wilder and not too polished. I seek the powerful expression. For me the deep colours of the stones relate to the winter season. Which materials and cuts have you worked with in this collection? I have worked extensively with silk and various cashmere blends. There are still oversize knit and oversize jackets, but generally things have become more stringent. In fashion the silhouettes
unpolished things tends to be tight at the bottom with more volume at the top. It is rare that you have volume all over, and I like the raw look you get when some parts are tight. Have you repeated any styles from previous seasons? I have revised some styles that have been really good. It can be a shirt or a pair of pants where I have change the material or colour. It’s rare that a style is repeated completely - except the most gorgeous and popular leather leggings. They are simply perfect for the Danish autumn, if you’re not keen on wearing tight jeans. It’s a basic style, which runs again. Can you describe the process of developing a new collection? I always start by making a mood board with a lot of pictures. I look in magazines and books, research and find a lot of images that can be used as inspiration. Some pictures stay in the process, others are left out. When I am happy with
my mood board, I begin to design, and I keep referring to it in order to keep the same grounding. When I have designed the different styles, they are displayed on a board, so I can see how they fit together in the collection. Then we choose fabrics. Some fabrics are designed from scratch, others we change. For example, the leather we use for the jacket is a fabric that has been washed and treated to get a very worn look. It can also be a great jersey, but where we decide it needs more linen and stretch in it. We design all our prints ourselves, and after that we start the production of the sales samples. It takes 4-5 months from I have made the designs until we receive the samples. They are then presented to our customers, and we have another six months to produce their orders. The whole process from beginning to end takes about 16 months. Do you ever get fed up with a collection? This collection has been out of my hands for so long when it hits the stores. So it’s always a joyful reunion. I only design clothes I like. This is not to say that everything suits me, because I design clothes for all types of female bodies. Which style is your favorite in the new collection? It must be the dress with the beautiful print of precious stones. It’s in a beautiful silk satin, which drapes really nicely. I’m also crazy about the big parka in a mix-
ture of fake fur and lambs fur. It’s extremely warm and casual, and its only 661,- Eur. Parka coats are very in at the moment, but this is a new version. How has the collection been received? It’s been received really well. The customers and the press are happy to see something a bit more colourful. It’s nice to have good styles that are easy to combine with the more powerful pieces. Customers who buy our clothes like to have something they know they will not find elsewhere. The dress with the print is going to sell well. And so is our knitwear because we are good at making pieces that last for many seasons and that you can’t find elsewhere. My clothes should be a revelation, where you can dwell on it and find new details that you might not have noticed at first glance.
SOMETHING
to keep you warm
Warming styles are a must have for the autumn and winter season. We have designed styles that can be capricious at different times of the season,, and here we have listed some suggestions for you. A great piece of knitwear can make you look like a million dollars, even if you’re just wearing a casual outfit. ‘Padme’ Eur 198,-
We can hardly wait for the cold, just to be allowed to wear the lovely ‘Peak’ parka coat. Eur 661,-
Our stores has these great boots from ‘munderingskompagniet’. They are the perfect accessory to complete your outfit. Dkr. 3.299,-
A gorgeous bag that can accommodate everything is indispensable. ‘Paulus’ Grey Eur 383,-
‘Prisca’ will light up the darkness with the finest embroidery on the sleeves. Eur 648,-
This year’s coat is called ‘Pure’ Eur 1.323,This knitted dress is easy to slip into, and it will keep you warm all day. ‘Pheobe’ Eur 238,-
A scented candle is perfect for creating a warm atmosphere. ‘Voluspa’ Dkr. 299,-
Deserted
We have found the perfect location for our Autumn / Winter collection in Mallorca’s wild and rugged nature.
Parka: munthe plus simonsen, Eur 661,Top: munthe plus simonsen, showpiece Shorts: munthe plus simonsen, showpiece
Jacket: munthe plus simonsen, Eur 648,Shorts: munthe plus simonsen, showpiece
Dress: munthe plus simonsen, Eur 291,Bag: munthe plus simonsen, Eur 383,-
Top: munthe plus simonsen, Eur 212,Pants: munthe plus simonsen, Eur 185,Sneakers: munthe plus simonsen, showpiece
T-shirt: munthe plus simonsen, Eur 119,Pants: munthe plus simonsen, Eur 489,-
Dress: munthe plus simonsen, Eur 212,-
Shirt: munthe plus simonsen, Eur 357,Bag: munthe plus simonsen, Eur 383,Pants: munthe plus simonsen, showpiece
Top: munthe plus simonsen, showpiece
Knit: munthe plus simonsen, Eur 198,Pants: munthe plus simonsen, showpiece
Knit: munthe plus simonsen, Eur 198,-
Kreativ leder og stylist: Maria Angelova, www.fashionaddict.dk Fotograf: Jakob Helbig, Jakobhelbig.com Hür og makeup: Micha Blaess Møgelbjerg Model: Yulia, Trendmodels.es Tak til Danilo Salvador og Nina Kolcheva
THE PROCESS Now is your chance to get an exclusive look behind the scene and follow the process from the initial idea to the final product ready for sale.
2 1
The collection starts when we visit the fair ‘Premiere Vision’ in Paris. Here we find the materials, we look at colours and especially at prints.
7
Copenhagen Fashion Week starts and we have rearranged the ground floor of our Concept Store in Grønnegade turning it into a showroom.
Naja Munthe and her assistant Aslaug discuss what styles the collection should contain.
3 We discuss which colours the collection should contain and which look the individual prints should have.
4 All styles are fitted a lot of times before they reach the final customer.
5 The production and sales team are reviewing the collection before Copenhagen Fashion Week.
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Our campaign and lookbook images are shot by the talented photographer Katrine Rohrberg in the studio ‘The Lab’.
NAJAS favourites As a designer it is important to be able to recharge and regain your energy to find the inspiration to design all the great styles in the collections. Here you will get a unique insight into the places and things Naja loves right now. Per Petterson’s latest novel “I refuse� is my bedtime reading this winter. I love his stories and the tone of his language.
The Fish Bar in the Meatpacking District is one of my favourite restaurants - here you can sit at the bar and enjoy their delicious fish dishes AND their well-prepared cocktails. Photo: Mads Eneqvist
A must have for dry hands is Aveda`s hand lotion ... it saves me during a long autumn.
A small beautiful spot for morning coffee is Coffee Collective in Torvehallerne. They make great coffee and it’s made with a proper attitude to CSR.
When I want to pamper myself, I get a luxurious massage at Lotte Arndal Spa and I feel almost like a new person.
One of the museums I definitely must visit is the newly restored David Collection, which has Scandinavia’s largest collection of Islamic art. Photo: Pernille Klemp
MYfavourite outfit
Mette is working in our shop in Illum. Here she is showing our ‘Prudence’ jacket and ‘Paolina’ top. Skirt and bag are from previous seasons.
An alternative to Mette’s outfit could be the woolen jacket ‘Panthera’, Eur 304,‘Pam’ t-shirt in linen / viscose, Eur 119,Leather skirt ‘Putri’, Eur 397,‘Perarus’ purse, Eur 106,-
We have asked four girls from our own world to show off their favorite item from the collection. They are 4 different types, thus showing also how wide collection embraces.
Bolette is our trainee in the economy department. She looks great in the ‘Pelin’ dress, ‘Pruck’ leather leggings and the ‘Pan’ bag.
An alternative to Bolettes outfit could be The silk dress ‘Piano’, Eur 251,‘Petruska’ trousers in cotton with stretch, Eur 185,The handsome leather case Paulus, Eur 383,-
Hanne is our CFO. Here she is wearing the ‘Panther’ top paired with pants and jacket from previous seasons.
An alternative to Hannes outfit could be Suit jacket ‘Paia’, Eur 304,Silk blouse ‘Piper’, Eur 251,‘Patricia’ pants, Eur 198,-
Fie is a trainee in our store in Grønnegade. She looks good in the ‘Penelope’ dress, the clutch is her own.
An alternative to Fies outfit could be ‘Passion’ dress in silk chiffon, Eur 331,The clutch ‘Pan’ with a detachable strap, Eur 238,-
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