Lina Zedig
posted 2013 Dec

The Other (2013-2014)

The first language was born between two reflections. One, on the surface of an underground lake, and the other, on the wet, low-lying roof of a cave. Leaning over, we glimpsed ourselves reflected between two poor mirrors, each surface carrying a separate image, each image copying the other. We began to wonder which image came first. The first language was a private, autonomous language, and unitelligible; it divided one from the other.

New languages are born between reflections, too. When twins leave the womb they can form private, autonomous, unintelligible ways of communicating with each other. This cryptophasia is a language only for two. It is the secret language of Poto and Cabengo: "Pinit, putahtraletungay, Nis, Poto? Liba Cabingoat, it, la moa, Poto?" The twins travel in a semiotic orbit, like two balls shot from Antonio Petrini's double-barelled canon in Italy in 1642. Linked by a strong chain, the balls are expelled from the barrels with gunpowder, one ball eratically spinning around the other, producing "grandissima ruina" until "the chain breaks, and the two balls go in different directions," said a man who was watching. Linked together, they define and limit the other's movements as they travel through the air, orbiting each other on a journey of patterns and erratic symbols. 

In Estonia, far from the reflecting cave, the canon and erratic symbols, Eve Uljas is making garments at the 'Uljas and Daughters' factory beside lake Ulëmiste in the city of Tallin. She is making a garment with Italian Merino wool using a knitting machine. Each movement she makes, each activation, each threading and each cut, is repeated by a second maker, making a second garment to echo the first. When we see this second garment, we realise it is impossible to tell which one came first. And, when they are expelled from the knitting machines, we watch the twin garments rise up and begin to orbit each other in the air, slowly manifesting a private, autonomous, unintelligible language. 
Lina Zedig
posted 2012 Oct

Autumn/Winter 2012-2013

 Via Snella 12-13 embarks on a new venture.

The jewelry collection launched by the brand encompasses an array of novel creative possibilities while speaking directly to our heart. Lina Zedig, the inspiring force behind the scenes, has brought her experience in textile installation and interior design into a series of jewels that magically bridge the gap between space, matter and the senses. Lina has created a collection of five precious silver pendants in the form of a flask, destined to carry their owner's favourite perfume. All of these unique unisex pieces are beautifully elaborated by traditional silversmiths in Sri Lanka and are accompanied by a pipette, which becomes essential at the moment of selecting the right scent to fill them up with. Functional and intimate at the same time, they are meant to embody a unique moment of reengagement with the Self through the alchemic fusion of metal and scent.


This is, beyond doubt, a jewelry statement miles away from the snobbish and indulging-in-blings thrill of the fashion industry. Steeped in a philosophy of sustainability and shared experience, it is conceived and materialised to satisfy our penchant for romance, intimate lyricism and casual immanence.

With this new venture, Via Snella pays homage to its original quest for charmful singularity and humble luxury, while designing the departure point of its future trajectory. In the seasons to come, the brand will trade it all for knits and more jewellery. Reinventing the classic collection concept, it will opt for a much more sustainable model of production, based on single garments of an exceptional sartorial quality, made to be cosily worn and joyfully shared by special men and women.

Lina Zedig
posted 2012 Oct

Autumn/Winter 2012-2013

 

Download Autumn/Winter 2012-2013 campaign (PDF)

Lina Zedig
posted 2011 Sep

Autumn/Winter 2011


Download Autumn/Winter 2011 campaign PDF (PDF)

Lina Zedig
posted 2011 Mar

Spring/Summer 2011


Download Spring/Summer 2011 campaign PDF (PDF)

Lina Zedig
posted 2011 Mar

Spring/Summer 2011

Dear Jonas,
 
You have always been a short-sentence person
A kind of a silent dreamer
drifting timidly under the midnight sun
 
You would write
Hurricanes and lilies and animals and diamonds
                                                          on my rooftop
Just that.
And then sign in playful disarray.
 
Your star constellations became my buggy knits.
Your skinny dark-haired girls with the wooden cheeks…
I became one of them
 
And the needle would go on needling and needling
Paving ways to see
Ways to imagine
Golden arrows and bare trees
and the wings of a bird sewing a staircase towards the infinite sky
 
 
Now our correspondence lies piled on my wooden table
A few summer raindrops are falling softly in the half-light of the dusk
Though I never got to meet you,
I once imagined
you were a ruthless child running across the edge of the shore
On the line
the frontier line
A shaggy warrior clad in his can armour
 
Yours, Lina

Lina Zedig
posted 2011 Mar

Spring/Summer 2011

The Via Snella Spring/Summer 2011 collection is here with a deeply felt tribute to Swedish artist Jonas Löfgren. The relationship between Löfgren and Lina Zedig, the brand’s chief designer, is an 11-year pen-pal friendship, nurtured by frequent open-air encounters. Conceptualized as a hybrid art-design project, this season’s venture draws inspiration from the idiosyncratic ambience and style of Löfgren’s illustrations and paintings, while reworking into fashion his unique male sensibility and charming taste.  Jonas has created, exclusively for Via Snella, a series of patterns, which Lina has transferred and skilfully adapted onto soft, pure fabrics and first-quality tailoring – pixel-tech merino-wool knits, impeccable eco-cotton trend sweaters and un-ironed rain-soaked nylon shorts. The pairing up of friendship and creative synergy has given birth to one of the most delicately detailed menswear campaigns of this season; a campaign that speaks to the heart of the man-of-the-moment and his innate passion for wilful simplicity and unforced finesse.

Jonas Löfgren is a Swedish illustrator and painter, based in Reykjavik, Iceland. Jonas has an extensive resume with previous and ongoing assignments for brands and magazines such as H&M, Lula Magazine and Passion Pictures, to name but a few. He is currently busy working on his new short film. More to come soon! www.bildmekanik.se

Lina Zedig
posted 2010 Aug

Autumn/Winter 2010


Download Autumn/Winter 2010 campaign PDF (PDF)

Lina Zedig
posted 2010 Aug

Autumn/Winter 2010

That winter night, we dared to be funny, we dared it for real. We put on striped pajamas, old velvet ribbons, harlequin leggings and plastic red noses. We blew up bubble balloons and painted on the paper sky a carousel of bright reds and pinks and oranges.

That winter night, we found ourselves back there, dwelling in the kindergarten of our early days –the drum and the flute marking the rhythm of the parade. You were the bearded lady and me the skinny clown. We exchanged the lonely presumption of our sparkling youth with the face of a lighthearted circus child.

That winter night we became the vaudeville of modern life. All that really mattered was laughter, joy and the indulgent irrelevance of our being. Golden wings and one more breath, here we were onstage, flying high over the turbulent waters of adulthood.

In winter season the mood may be gray and the clouds thick, but Via Snella AW 10 mens- wear collection proposes us exactly what we’re craving. Muted color tones and ultra-layered soft cotton fabrics with an underwear-like feeling, oversized pockets, zippers and graphic patterns such as squares and dots, blend the plethoric and dreamful spirit of a circus tale with the ethereal elegance of a choreography rehearsal. Regardless of whether you feel like the magician of the traveling troupe or like Merce Cunningham’s best disciple, it is all about a creative and permissive reinvention of the boyish dress up code, alongside the celebration of relief –Thank God, we can still play! Skip the formal stuffy jackets and the recession gloom and make it simple and bright. Don your new outfit and perform your other self. Life is more fun when you can dress like this!

Lina Zedig
posted 2009 Nov

Spring/Summer 2010

Download Spring/Summer 2010 campaign PDF (PDF)

Lina Zedig
posted 2009 Nov

Spring/Summer 2010

Remember the old days when we used to cross the small countryside path barefoot under the gloomy moon. It was summer, we were young and wanted to hang out in the city. Remember that eternal nonchalant summer when apartment studio parties were replaced by climbing ceremonies and swims across the lake. I was sporty, yet elegant and naïve. You were playing the neon-tiled dance floor on the meadow. We had brought suitcases with chic démodé garments from the city and donned them in the woods. We hated poppy nylon sweaters and boring surf-uniforms. Ours were looks, real looks. Sweat, waves, sand and heat were not a problem. Fashion was not a problem.

For spring-summer 2010 Via Snella proposes an alternative choice to modern mens’ sportswear. With a penchant for tiny details that calibrate functionality, minimalist dandyism and a diachronic marine cotton-wear touch, Via Snella ss-10 recovers the sophisticated relaxedness sports clothes used to have back in the thirties and the fifties. Warm-proof sweatshirts with reinforcements, materials resilient to heat and water, hidden textures celebrating nature and its winds, waves and raindrops, all clad in layers of an immaculate sustainable fashion. Summer is here.

Lina Zedig
posted 2009 Oct

Autumn/Winter 2009

Download Autumn/Winter 2009 PDF (PDF)

Lina Zedig
posted 2009 Oct

Autumn/Winter 2009

VIA SNELLA AUTUMN/WINTER 09 carries
the odour of your old classroom.

PIECES OF CHALK
and BOOKS and RULERS and
STAINED WORLD MAPS,
and your TEACHER in his
HUGE PASSÉ EYEGLASSES
and BAGGY THRIFTED SWEATER,
dictating on the blackboard
today’s lesson of INDOLENCE.

And YOU behind the desk
YOU, rebelling with endurance
against the UGLY CLUMSINESS
and SLOVENLY PRETENTIOUSNESS
of the adult wardrobe;
YOU, PRAYING for the FUTURE
to arrive
and for the classroom to become
a GLAMOROUS FASHION SET irradiating
BOHEMIAN BEAUTY, LAVISH ELEGANCE
and QUEER ETHEREALITY.

VIA SNELLA
BREAKING THE SCENT OF THE OLD
WITH AN ANTI-CONFORMIST AND LIGHTFUL RELAXEDNESS.

Lina Zedig
posted 2009 Oct

Springtime

Lina Zedig
posted 2009 Oct

Campaign


Download Campaign PDF (PDF)

Lina Zedig
posted 2009 Jun

Collection

Download Collection Poster (PDF)

Lina Zedig
posted 2009 May

Spring/Summer 2009

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 SS09 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.