Photography by Annika Lundvall
Dear iDEALS,APART is inspired by the idea of moving, recyclable architecture and the migrating Monarch butterfly.
For Summer'13, Simon has created an eclectic and “piece apart” collection that lends a fresh take to his signature pattern cutting techniques. Designs are given a formative interpretation whilst maintaining his rigid structure and dedication to the female silhouette.
APART is designed with the intent to renew yet keep the repetition of shapes and prism structures, which adorn each item and are bound to catch the eye and become a summer staple. With a selection of light summer dresses, playsuits, blazers and colorful separates including shirts, skirts and trousers all playing their individual parts to make up the whole collection’s unique look.
The SIMON EKRELIUS label is made in The UK from beginning to the final product, even the printing of the fabric is made by people who have lunch, pensions and a life...
Swedish educated designer Simon Ekrelius, based in London has been published in forward thinking press such as Volt, Jalouse, Elle, Virgine, Dazed and a multitude of progressive publications. Prior collections have been shown in London, Paris and Stockholm. The eponymous label is available in the UK, Sweden and online. Notes to Editor: S/S 13 will be exhibited in Paris at Zip Zone, 28 September – 1 October 2012 111 Rue de Rivoli 75001 Paris For sales appointments in London and Paris – salesatekrelius©gmail.com Press; POP PR. 18 Great Portland Street London W1 portia©poppr.co.uk Tel. +44 (0)20 7637 3332 www.poppr.co.uk / www.simonekrelius.com
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