Press Release

For spring/summer 2011 the BACK line has grown in size and become more differentiated, with prices starting at €50 retail, up to €350. It was important to offer more basic, effortless pieces as well as including a few more interesting and innovative ideas. BACK is as always casual and based on successful ideas from our mainline Ann-Sofie Back.

An important development has been to produce a separate lookbook for BACK, modeled by a group of select customers, of which some has played a part in shaping the signature BACK style. It seemed like the best way to present the inclusive aesthetic of the line. The lookbook is designed by Erik Torstensson of Saturday design agency and shot by Andreas Sjödin.

We are also offering a small line of accessories; bags, belts and jewellery as well as a collaboration with Linda Farrow for the first BACK sunglasses.



There are three themes running in the collection, one romantic with fluid, sheer, asymmetric shapes. The second has a sporty feel in fabrication and silhouette and the third is more casual with drapey designs.

Light, metallic sheen, knit separates in loose shapes as well as a stand out three dimensional knot rose design, also available in jersey.

A floral print is on closer inspection surprisingly just smudged make up in feminine, georgette blouses, skirts and dresses and as frontprint on a sweat top.

The sporty influence is evident in the stretch, sweat garments, with a long hooded dress, cape hood top and short tank. A crinkled water resistant cape parka and matching elasticated trousers and top complement the romantic floral element.

Satin washed cotton is used on a summery, casual raised shoulder pad jacket and slacks. The same shoulder pad idea is also used on a fitted dress, top and loose leggings.

The core jersey garments are draped with the signature BACK stud used as fastening, carrying on the draped BACK look of previous seasons. Matching these, there are loose, crepe men’s trousers and a masculine fold collar jacket as well as a long, elegant skirt.

The colours consist of muted, dirty pastels, mudpink, khaki, eggshell, concrete and rust.