CPHFW SS21 - Whyred: A Summer of Simple Love — NORDIC STYLE MAG

Whyred opened CPHFW SS21 with a collection of couples denim and prairie dresses, but not much else.

8/11/2020 12:36:00 AM

WHYRED opened CPHFW SS21 with a collection of couples denim and prairie dresses, but not much else.

Whyred opened CPHFW SS21 with a collection of couples denim and prairie dresses, but not much else.

Through their ‘Summer of Love’ collection,took us on a poetic and journey - A Scandinavian love story, taking place in the beautiful wilderness of Stockholm's archipelago, that harks back to the brands Swedish roots.“If you want to create change in the world or create change in your own life, it is important to do that from a place of love.

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”— Jessy Heuvelink, Creative Director at WhyredIn the form of a music video, Whyred introduced a collection built around timeless and quality-designed pieces, inspired by the 60s and 70s, with a very vintage bohemian feeling. Denim was the key focus, presenting itself either as a total look, or paired with a classic tee, and skirts and dresses trailed along the floor in neutral soft beige and browns with pleasant, repeat joyful prints. Overall, the collection is easy-to-wear and classic, which aligns with the brand’s desire to create long-lasting pieces.

Whyred also chose SS21 to take a step further into sustainability, by announcing they would focus on small collection drops, and not adhere to the fashion industry’s seasonal calendar. By slowing down production, the brand aims to put even more care into the production of each garment, and reduce the quantity they produce, which is always a good thing. Overall the collection was simple and wearable, but that’s all; we were hoping for something more from the week’s opening act after their multi-season absence.

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