Stylein is a Swedish fashion
company, launched in 2001 by founder and chief designer Elin Nyström, while studying at the prestigious Fashion Institute of Technology (F.I.T.) in New York. After returning to her native
country of Sweden in 2002, Nyström expanded her brand and initially had its base in her hometown Gothenburg. It wasn't until the beginning of 2011 Stylein that the headquarters moved up to the Swedish capital Stockholm.
Stylein loves the female body and
combines the contrasts of a feminine soft image with a more edgy and rock
inspired image. In the world of Stylein, these contrasts form a perfect
harmony. All designs are inspired by the
energies of life, which gives Stylein its unique expression - always with beautiful
lines and rare details. Stylein’s vision is to bring out the inner beauty from
the woman who wears its garments, allowing her to fully express her individual
personality and femininity. She should easily be able to dress up or go for a
more casual look, but always in Stylein.
This year Stylein
celebrates 10 years as a brand, and the inspiration for the Spring/Summer 2012
collection named 'Movement', the founder and designer, Elin Nyström found in her previous life
as a gymnast; Elin competeted in several European and World Championships and
won a total of 15 Swedish National Championships in Rhythmic Gymnastics. “As a gymnast, I wanted to
mediate an energy and expression through movement - something I also strive for
today as a designer,” she explains.
Dedicated to the freedom of
movement and dance, the pulse and the design expression of Elin's background as
an elite gymnast is visually distinct throughout the collection. Just as in dance, the collection
balances between the feather-light and the powerful. The silhouettes move from
wide, voluminous and weightless to sharp, solid and strong.
Full length dresses and
collarless jackets in silk, vibrate with golden bronze and cool aqua, while
tailored leather shorts and crisp lyocell coats are presented in matte black
and powder in light grey. The heavy-knit cotton section, has the color of true
champagne, and the knitted asymmetrical jacket with shoulder pads is one of the
collection's trademarks. The all-over print is inspired by ballet’s classic
feather element and gently gives way to blue and green tones to frolic over a
champagne-colored background.
The evolution, which
Stylein and Elin Nyström have experienced and cherished in recent years, have
unknowingly taken them back to where it all began ten years ago. But this time,
purposeful pursuit is no longer the dominant driving force, but rather pleasure
and lust.
Today Stylein is available in
selected stores in Belgium, Canada, Cyprus, Denmark, Finland, France, Germany,
Greece, Holland, Italy, Ireland, Japan, Norway, Russia, South Korea, Spain, UK
and USA.
All images courtesy of Elin Nyström©
No comments:
Post a Comment