”The Swedish sin”
For BACK AW17 the designer continues her exploration into the BACK aesthetic, delving into her own archive from AW05, AW08 and SS08. Crystal embellishments, rouched necklines, wide shoulders, swirly belts, 90s denim, asymmetric broken hems and 70s disco dresses are all prominent.
Swedes are deep down inside convinced that they live in the best country in the world. Our national pride and sense of goodness is today outdated and ludicrous. The Swedish flag and it’s colours represent this anomaly in the BACK AW17 collection. Other influences come from the good-old 70s, which is the era when – supposedly – Sweden actually was “good” (at least in the eyes of this designer). The working name of the collection is “The Swedish Sin.” This is generally referring to Sweden’s relaxed attitude towards sex and nakedness. In the context of the AW17 collection, it means that our sin is our smugness and pride.
“ I am both secretly smug and ashamed of being Swedish. When I feel uncertainty and embarrassment, this is when a subject becomes interesting for me as a designer ”
-Ann Sofie Back