Oh YEAH man, just stumbled across Swedish label Minimarket. Sisters Sofie, Jennifer and Pernilla Elvestedt are the designers behind it and their A/W11 collection has a distinctive autumnal theme with lots of auburns and deep red hues. So beautiful…
As much as I love designers embracing brights for their A/W collections and steering clear of the conventional winter black, it’s also really nice when some reflect nature’s colours of the reason. I feel like Minimarket has done just that and done it really well. Looking at the pictures makes me wanna put my bobble hat and boots on and run outside to kick leaves!
….And if the clothes don’t impress? Juuuust take a minute to absorb these.
Anyone that manages to slip Dr Marten-style numbers into their collection has my vote automatically.
Also, they have a fairly strange yet somewhat entrancing campaign video. Sure, the horror movie-style sound effects might chill you to the bone, but it’s quite interesting to watch none-the-less: