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House of Dagmar S/S 2010- 11.29.09

dagmar0.jpg On Stockholm discoveries ~ between all the Absolut festivities, while chatting with the global PR lady for Absolut, couldn’t help noticing her lovely dresses all weekend ~ and it turns out they are made by the up and coming Swedish line, House of Dagmar! Who have an great story of being founded and run by three sisters with perfectly complementary skills - “Dagmar was founded by the Swedish sisters Kristina Tjäder, Karin Söderlind and Sofia Malm. Kristina Tjäder is designer, educated at ESMOD École Superieur de la Mode in Paris. Previously, she has worked for Christian Lacroix, H&M and other Swedish brands. Karin Söderlind supervised purchasing and product development for H&M during eight years and has been operating as a brand manager and PR-consultant for many years. Sofia Malm, a textile economist, is Dagmar’s head of sales with many years of experience in retailing.” On on crazy coincidences, they also happened to be the her neighbor, so in addition to checking out their collection when i wandered NK, Karin Söderlind joined us at the Absolut event and we had a lovely chat about the line and design philosophies while perusing the Absolut Art! And on how the name came to be ~ “The principal source of inspiration - and muse - is the sisters’ late grandmother by the name Dagmar. She was herself a tailor and inspired the sisters to develop their interest for fabrics and design at young age.”

I love their style ~ which they describe as “arty chic”, but that is a very swedish, clean, modern arty chic which i adore. Not to mention the photography for their collections is so fun too! Take a peek on the next page of some of my favorites from their new Spring/Summer 2010 collection.

p.s. Upon realizing the brand felt familiar when i got home ~ of course you can find it at Revolve Clothing and Fred Segal ~ and in addition to many swedish awards, it has also won a 2007 fashion show by Gen Art-NY during NY Fashion Week!

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