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Larens Zürich
Expanding into Womenswear
Extraordinary cuts and striking colour compositions are characteristic of best behavior.
Previously known as a premium label for men, Larens Zürich launched a womenswear label in 2010. The two designers Bülent Öcal and Khadija Larens aimed to set ethical standards with their new collection and distance themselves from conspicuous consumption. The focus of the women's collection lies on blouses, furs and neckerchiefs, but it also features trousers, knitwear and upscale lifestyle accessories. The high quality, cleanly designed articles are handcrafted by selected European producers. The collection offers unconventional cuts and a self-confident look. Larens Zürich is one of the first labels to use the Stretch Fur® method to work with their elegant furs. As casual or evening wear every piece of clothing is elegant, functional and in tune with the times. Accessories retail from 69 euros and the sophisticated fur pieces sell for up to 10,000 euros. Profashionals® Fashion Consulting SA, 8006 Zurich/Switzerland, T 0041.43.321.3300, info@profashionals.com, www.profashionals.com, www.larens.com
New is the women’s outerwear line from Larens Zürich, which includes premium class furs, knitwear, scarves, blouses and trousers.
Top-quality knitwear is Swiss label The Morning Room's chief business.
Best Behavior
Commercial AvantGarde Fashion
Renowned for pleasant fabrics such as jersey, silk or cotton, striking cuts and clever draping, the Danish label Best Behavior attaches great importance to perfect fits and relaxed, feminine silhouettes. "Setting new standards in womenswear" is the concept of founders and designers Marie Ørberg and Malene Brøchner. The two Danes go on to explain: "We've created our own world within the fashion world – a world that's relaxed, but also energetic and personal." In addition to unusual cuts, contrasting colour compositions are a characteristic feature of the brand – dusty shades against abstract patterns. The focus of every collection is on tops, cardigans and dresses that are paired with jackets, trousers and seasonal accessories such as bags, scarves or caps. Best Behavior's mix of commercial avant-garde fashion wholesales for prices between 20 and 200 euros with a markup of 2.7. Fashion07 Agency, 2000 Antwerp/Belgium, T 0032.497.550303, info@fashion07.be, www.fashion07.be best behavior, 2200 Copenhagen/Denmark, T 0045.35.241072, info@bestbehavior.dk, www.bestbehavior.dk
style in progress
The Morning Room
Nice and Cosy
Maintaining traditions, setting trends, reinterpreting comfortable knitwear for contemporary wear – these are the main concerns of The Morning Room that was founded 2008 in Ticino in southern Switzerland. The label creates trousers and womenswear in jersey and leather, but its emphasis is on knitwear. Its chief designer is Claire Millar, a Scot. Together with her team, she achieves the balance between traditional handwork and modern design. The label is absolutely in trend with its cosy oversize knitted jackets. The company name was chosen to fit the theme. In 19th century Britain, every upper-class home had a morning room where the ladies would do their embroidery and knitting. Wholesale prices range between 70 and 290 euros with a markup of 3.0. Adventure Modeagentur GmbH, 81675 Munich/Germany, T 0049.89.998.160, info@adventure-gmbh.de Agentur Modestrom, 8008 Zurich/Switzerland, T 0041.43.499.9880, agentur@modestrom.com