Working in fashion is not easy. Don’t get me wrong, it’s not difficult as an 8-hour shift in a factory or a whole day at an office desk, it is difficult in the sense that you no longer have the knowledge of where we are, “when” we are. As a buyer, I have concluded the purchases for the spring/summer 2014 months ago, and I am going to see the fall/winter 2014 collections right after Christmas. As a retailer, I see before my very eyes a lot of garments that have somehow an “expiration date”, which are beautiful for the first 3 months, then go on sale and soon will be replaced by other clothes. As a consumer, everything seems to be slipping from my hands too quickly, you fall in love with a flowered varsity jacket that will already be “out” before you’ve even decided how and when to wear it. I would like to take a break every now and then, go back to a more conscious fashion, less consumerist, more aware of quality. I would like to stop and touch the fabric of a dress, admiring the finishes. I wish the beautiful dresses didn’t go on sale, because they are beautiful today, they will be beautiful tomorrow, and the day after. This is the philosophy with which the Swedish brand Bellaobastian
creates its collections. Their pieces are not meant to be changed every season, but to last in time without losing their charm. What we present is the fall/winter 2014 collection, with draped and flowing silhouettes, inspired by the 30′s and 40′s. The pictures are made by Ulrika Goransson.