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 Download collection poster (PDF) |
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| Ok, we have had enough of this dry, western pragmatic minimalism. How about trying something different? What if male fashion took an unexpected twist towards the folklore sensuality of the hundred and one nights? How about unveiling the lazy buoyancy imbuing the looks of the contemporary Arab man? Yes, he is the one, our undisputable new macho idol—the light-coloured chemise unfolding indulgently on his shoulders, his quasi-transparent silky sweater betraying a fragile masculinity melded with Bedouin tales and stories from the Taliban frontier. The Via Snella ss 09 collection playfully reflects on the apparent dissonance between a rock solid macho stereotype and its ambiguous translation into feminine-like textures, tones and shapes, when it comes to the everyday Arab dress code. And yet, what is at stake here is neither the Arab “male uniform” nor uncontested masculinity ushering into a girlish narcissistic queerness. It is rather all about a ubiquitous hybridism deconstructing the very language of male fashion. And it is about legacies—unsettlingly autonomous outfit legacies carving a relaxed and natural core manliness beyond oppressive ethics. |
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| It is all about straying from the cut path, interweaving the timelessness of the classic with an innate passion for the modern, unmasking the uncanny in the midst of a refined conformism. And it is about conveying manliness. Not trendy manliness. Just plain manliness unburdened from narrow mindedness and shallow aesthetic constraints. Since its launch in 2006, Via Snella has created male fashion, seeking to pave new ways in the perception of masculinity, the body, and the unique self we all carry within. Each Via Snella collection constitutes a firm conceptual proposition that blurs long-rooted dichotomies, cancels solid identities and advocates for fashion a rather organic function in time. Somewhere between an indulging queerness and a tender intimacy, Via Snella expresses the idea of a subtle, yet unapologetic experimentation, engrained in the recycling and the reinvention of values as diverse as the commodity factor and the rebelliousness of the avant-garde. The creative mind behind the brand is Stockholm-based designer, Lina Zedig. A lover of high quality, rate textures and diachronic heritage values, Lina has brought her experience in vintage clothing, graphic design and textile technology into the world of menswear. Every year Via Snella presents two exclusive menswear collections, manufactured at alternative factories in Bali, Estonia and Portugal. From their first-quality fabrics to their detail-wise patterns, all Via Snella garments breathe this “feel-good” wearable fashion that combines traditional tailoring with innovative details, shapes and cuts. At the same time they retain an omnipresent singularity that renders them an irresistible temptation to the most eccentric individual. Building the contemporary male uniform with casual elegance and charming authenticity. The rest is bold colours, finesse, and an effortless, still sustainable menswear that is made to last for ever. |
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| Lina Zedig +46(0)735 630806 lina@viasnella.com Marcus Åhrén +46(0)709 145068 marcus@viasnella.com Bastugatan 49 118 25 Stockholm Sweden |
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| Grandpa Södermannagatan 21 116 40 Stockholm Sweden www.grandpa.se The Grandpa |