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