Scan Magazine | Special Theme | Our Top Swedish Fashion Brands
Unique clothes created just for you Branting is not your typical fashion brand. The clothes are created with strong individuals in mind and do not necessarily follow current fashion. “I want my customers to feel that a certain garment looks good on them because it is created just for them and their body – not because the latest trend tells them so,” says Annette Branting, founder and chief designer at Branting. By Sara Wenkel | Photos: Magdalena Björnsdotter
In school, Branting was expelled from the craft and sewing class and she could not even draw a straight line – at least not until a job coach told her to nurture her artistic side. Branting did something many people would think impossible when she started her own fashion brand in 2000. With a can-do attitude and a unique sense of style, she has turned her self-named brand into an established fashion trademark.
Inspired by real people Each collection contains pieces for everyone and Branting has, on numerous occasions, seen a grandmother, mother and daughter shopping her collections together – an indication of the vast variety of clothes she creates. “My inspiration comes from people. I can see a woman and think that she needs something that matches her beautiful blue eyes, and then I go ahead and design that,” explains 14 | Issue 99 | April 2017
do not buy a piece of garment at any given time, it will most likely be gone by the next time. That’s why our clothes never make it to the seasonal sales,” Branting concludes. Annette Branting.
Branting. While based in Spain for part of the year, she is also inspired by the Italians and how they use clothes to emphasise a beautiful body part instead of hiding something they are less proud of. Branting clothes are available at many retailers across Europe (with Germany as the current main focal point), Japan and Australia – but not online. That is a conscious decision, and Branting explains why: “Buying our clothes should be an experience, and the knowledgeable staff at our retailers use their expertise to find unique garments for our customers. It is a craftsmanship per se, which we do not want to compete with by selling products online.” The word ‘unique’ is one Branting comes back to, and it is also why she only produces her collections in small volumes. “I want people to understand that if they
For more information, please visit: www.branting.se