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a new direction
spring summer 2018
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the spring summer collection 2018

for the spring summer collection 2018 minimum has had a change of staff, bringing in new design managers for both the female and male design team. the ss18 collection is their first minimum collection and the change is notable.

in the spring summer collection 2018 the new design team has focused on bringing back the simplicity to minimum and creating a fresh look. marie persson and joe o’neill draw their inspiration from aarhus, denmark – the home of minimum. “our home is nordic, urban and contemporary and our designs reflect that” says marie persson, female design manager.


 

the nordic look

aarhus is a vibrant mix of youthful energy and rich history, creating an essential nordic experience which is shown in the collection. the design team has created a diverse collection with a focus on mixing the clean and nordic look with a more directional approach. they bring new details to simple items of higher quality, giving the styles a more modern feel.


 

a return to what’s important

the male ss18 collection is a redefinition of minimum menswear. with inspiration from aarhus and the nordic roots of the company, the collection is representing simple styles with a small twist. it will make it possible to dress up and down by mixing formal and street styles. the modern man is a man with many looks. his wardrobe is very versatile and the ss18 collection matches all parts in a nordic, urban and contemporary way.


the collection focuses on simple styles with a twist. casual outerwear in light-weight fabrics and cool leather jackets for chilly spring mornings – ideal for layering in changeable weather.
see our new ss18 male arrivals here

 

female empowerment

the female collection is all about femininity and the gentlewoman is the inspiration. the strong and feminine look appears through big sleeves and narrow waistlines. one of the main focuses is reinventing the classic shirt with a variety of details. both high cuffs, off shoulder, tie details and shirt dresses with extra volume are some of the key details. this collection is a little more daring than previous collections and the designs are a mix between the minimalistic and the unexpected. making the simple exciting is a key trend for this collection.



the gentlewoman is an inspiration for ss18. the term has a strong relation to female empowerment and the focus is turning the classic male suit into a symbol of power for women. chequered styles, high cuffs and big sleeves are symbols of the independent woman which is a consistent theme throughout the collection.
see our new ss18 female arrivals here

 
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