Press Release

Now in it’s third season the Ann-Sofie Back Atelje line has successfully established a sophisticated aesthetic; innovative luxury for the thinking woman.

The concept for this season began with God, as a cultural and social phenomenon. Looking at different forms religion, and given that Sweden is one of the most secularised countries, Ann—Sofie was drawn to the Scandinavian concept of Jantelagen, misunderstood as being derived from traditional Lutheran values, Jantelagen describes a Scandinavian cultural attitude to suppress the individual, through these comandments:

Don’t think you’re anything special.

Don’t think you’re as good as us.

Don’t think you’re smarter than us.

Don’t convince yourself that you’re better than us.

Don’t think you know more than us.

Don’t think you are more important than us.

Don’t think you are good at anything.

Don’t laugh at us.

Don’t think anyone cares about you.

Don’t think you can teach us anything.

In terms of the collection, this season shows a collective austerity, a crisp and holy aesthetic. Fabrics are self-satisfied with a slightly holy look; linen mixes, heavy structured organza, linen/nylon knits and wovens. Midnight blue, ecru, white and black dominate the palette.

Inspired by the crease in the tablecloth of the last supper, this aesthetic featured throughout the collection. The vertical stripe print on textured organza references this idea, exaggerating crease lines on an apron dress, shorts and nero shirt. Woven garments are constructed with built-in crease features, like an crease on capri pants, dungaree skirt or a cut off coat dress or as a moulded crease on leather boots and bags, the knits feature hand sewn creases in cross shapes.

The cross feature also comes in the form of elongated, stand out, belt shapes on tops, trousers, shirts and a dress with a cross cut in the front and back. Apron shapes appear on slim trousers, a printed dress, tunics, shirts and tailored jackets.

The austerity of the collection is offset by heavy chain link in gold and silver macho-jewellery style. A rosary inspired bracelet ring, heavy metal cuffs and earrings. The overall look of this season, a crisper, lighter, less constructed look than previous seasons.