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AW18 'Free Fallin''

AW18/19 Launch "Free Fallin'"

The collection is inspired by the ever-changing colour palette of the Autumn forest. The fall embraces us after the light of the summer. Back to everyday life, to work or school. In the AW18/19 collection “Free Fallin” we let ourselves become entirely absorbed by everything the fall has to offer. The name of the collection was decided the same day as Tom Petty passed away. R.I.P. Let “Free fallin’” from 1989 be a tribute, and a soundtrack to this collection! 

Thursday 14th of December, one of the darkest days of the year 2017. Room 203 at the Lydmar Hotel in Stockholm. We created that 70s’ feeling with an old Pentax IQZoom compact camera and the beautiful Jane Birkin lookalike model Moa to shot the AW18 collection. 


Photo: Emeli MÃ¥rtensson 
Model: Moa L @ Stockholmsgruppen 
Assistants: Angelica Boutzas, Amanda Persson
MUAH: Jasmine Ärnström