Swenglish references at Minimarket S/S 2016 show

What do you get when you mix decadence with Swedish “dance band” tradition? Minimarket has the answer.

How would you describe the inspiration for the collection to your best friend?

– The aesthetics of ”dansband”, mixed up with nostalgia and decadence and a hint of sparkle! I just tried to explain it for my Mexican friend, turns out its really difficult in English since there is no translation for dansband. Swedish tradition mixed up with American dance TV-shows – Swenglish references all together!

Is there any specific part of the collection that you would like to uphold regarding its sustainability?

– We have several toxic free qualities, like our cupro and tencel. We produce all our garments, hats and shoes within Italy, with small factories with whom we have a close relationship since many years, giving us a good insight into their working conditions and staff.

IMG_2666-700x0 minimarket

Photos by Pauline Suzor for Rodeo.net

How do you think sustainability in fashion will evolve within the nearest future?

– Hopefully the end-customer will think it is worth spending some extra money on garments that are produced in a sustainable way, instead of going to chains and buy mass production for as little money as possible. That would also benefit the smaller brands!


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