Malmo London AW13
Earlier this year we featured the spring/summer lookbook by streetwear brand Malmö London, which incorporated an array of printed and tie-dye t-shirts, along with a selection of minimalistic outerwear. This assortment of pieces showcased the label’s unique approach to design, as it looks to combine the clean, simplistic silhouettes of Scandinavian style with the popular print patterns of London street style.
This blended aesthetic has been extended to the brand’s new autumn/winter 2013 range, which still consists of all-over printed tees, although colour has now also been applied to signature outerwear styles.
The accompanying lookbook has been shot outdoors, in a park that perfectly displays the new pieces against a natural backdrop. Such a setting, whilst contrasting with the autumnal colours of the collection, evokes a raw, unrefined feel that is emphasised further by the construction of the garments, with the brand using only 100 per cent organic cotton.
As for Malmö’s t-shirt prints, the premium label has moved away from tie-dye trends of last season and endorsed more edgy, exclusive designs. For example, the Moon & Stars tee sports a repetitive astrological print that creates an unearthly, almost ‘trippy’ look.
However, the Face t-shirt is undoubtedly the stand out style of the entire range, with it’s abnormal drawings of random faces offering something individual and unexpected from a market renowned for Gothic-inspired styles and photo prints.
Nevertheless, among the many unique and quirky designs of the collection, the new Coaches jacket fully embodies the signature aesthetic of Malmö London. Coming in a classic windbreaker silhouette, the jacket has the coordinates of Malmö and London printed on its rear, thus celebrating the labels origin and inspiration. Yet it’s the combination of the piece’s minimalistic cut with the vivid colour ways on offer that really captures the exclusive blend of Scandinavian and British fashion.
You can shop the collection over at malmolondon.net.
Malmo London AW13