The defining of ‘avant-garde’ fashion is a task unfailing in its instigation of impassioned debate amongst theoreticians, journalists and followers of fashion alike. While experimentation and innovation are undisputed pre-requisites, an objective assertion of what defines either term is strictly faux pas.
Alongside the brands traditionally afforded ‘avant-garde’ status, Odeur Studios, the Swedish brand founded in 2006 by Petter Hollström and Gorjan Lauseger, is certainly deserving of such merit. “[R]eplacing the traditional word-based logotype with a brand specific scent […] infused in the garments”, they transgress contemporary notions of label identity, shifting brand expression from the linguistic to the olfactory.
The garments created under Hollström and Lauseger subscribe to a similarly rebellious ethics of transformation, drawing upon a wide range of influences comprising the precision of tailoring and the robust versatility of sportswear. These elements are extracted from their traditional parameters and set in new visual moulds, brought together by a universally clean, sharp, yet captivatingly ambiguous look.
A regular fixture on the Berlin Fashion Week schedule since 2012, they will be presenting their offerings for A/W 16 at the Brandenburger Tor runway on Tuesday 19th January. We are in the very fortunate position to be able to give away 4 pairs of guest list spaces to the show! For more info on how to be in with a chance of winning, head over to our Facebook page. Even if fortune doesn’t shine favourably upon you this time, fear not! We will be providing exclusive coverage of Odeur Studios’ presentation and much more over the course of the week: stay tuned!
All images taken from the Odeur Studios F/W 2015 Lookbook, shot by Simon Larsson
