Odeur in Berlin – Interview & Preview

Odeur AW 12/13

I discovered the Swedish label Odeur a few years ago through Temporary Showroom here in Berlin. I was instantly taken by the style of this label and have my closet half full of their designs by now. Their unisex collections would fit easily among the big avant-garde stars of Paris, yet their pieces are more affordable at that. This Saturday they make their premiere at the official tent of Berlin Fashion Week and I am so sad I am going to miss the show due to our trip to Paris. Therefore I met up with designer Gorjan Lauseger and Petter Hollström this week and talked with them about their show in Berlin and their new collection. Get a few preview photos of the new campaign and read the interview after the jump.

For the fashionable Berliner Scandinavian labels are somewhat the holy grale of fashion. Why do you think Berliners rate fashion from the North so high?

Perhaps because of the simplistic yet playful and characteristic silhouettes.

What made you decide to have your first show presentation in Berlin this year?

We have been present in Berlin the last couple of years and now feel that it’s time for us to show the whole concept of Odeur.

Your fashion shows in Sweden are always very atmospheric and dramatic. What can we expect from your studio presentation in Berlin?

We are always trying to tell a story with our collections and that’s what we are gonna do this time as well. Expect sone ” Temps de Voyages”.

Give us a little bit of a teaser of the new collection. What is the most important piece of it?

The new collection is perhaps more graphic than previous ones. We have been working with some unexpected cuts on fine materials like wool and cashmere.

What is your future in Berlin?

We hope to be more present in Berlin and hopefully we can have some more events and collaborations with creative people here in the future. We would love to open a concept store here as well.


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<a href="https://www.iheartberlin.de/author/admin/" target="_self">Frank</a>



Frank is the founder and editor-in-chief of iHeartBerlin. He takes photos, makes videos, and writes texts mostly about what's going on in Berlin. His vision and interests have shaped iHeartBerlin since its conception back in 2007 - and he hopes to continue bringing you the best of Berlin for many years to come.