• Magnum x Miley

    Written by Fashion Tales


    The Multi-Platinum selling recording artist joins the luxury ice cream brand to inspire the world  to #ShowYourLayers and be true to pleasure

    Magnum ice cream, the world’s authority on pleasure, has today announced its latest campaign  Miley In Layers, a collaboration with Multi-Platinum selling recording artist, songwriter and  trailblazer Miley Cyrus.

    On the 10th June 2021, for the first time ever, Miley will perform a very special virtual concert  mastered in 8D sound to show the world that Pleasure Has More Than One Layer. The Miley x  Magnum live performance will see her play some of her biggest hits from her recent album  ‘Plastic Hearts’ as well as an exclusive cover of 80’s hit ‘Midas Touch’ by Midnight Star re mastered as Miley’s Touch.

    With a long way to go before the pleasure of in-person live performance becomes  commonplace again, the immersive 8D sound technology creates the sensation that Miley is  live in the room with you, when played through a set of headphones. The multi-layered sound  experience will bring fans closer to Miley and will be available to watch via YouTube, offering fans all over the world a moment to indulge in the universal pleasure of music.

    Magnum has always believed that a day without pleasure is a day lost, and that we should all be  able to express the different layers of our pleasure. As an advocate for individuality and self expression, Miley shares in the belief that everyone should be able to pursue what brings them true pleasure, to embrace the many layers that make them unique and proudly share these with  the world.

    Talking about her collaboration with Magnum, Miley said: “The greatest super-power we have is  our individuality. As I’ve evolved as an artist, I’ve been able to explore the different layers of who  I am and what brings me pleasure - whether I’m writing, in the studio, performing on stage for  thousands of fans or wearing something that makes me feel empowered. My biggest pleasure in life is music and I’m so excited to be performing in 8D for you all. I hope this campaign with Magnum inspires everyone to embrace their own layers and proudly go after whatever it is that 

    brings them pleasure.”

    What does being true to pleasure mean to you?
    Miley:  Being true to pleasure for me is feeling fully fulfilled at the end of the day knowing that you tried something that scared you that you conquered it, maybe even if you failed by trying, you succeeded because you didn't just live in that fear. You looked at it and you assessed it and you did your best. I always feel the kind of most fulfilled when I do when I do something that, whether it's terrifying to me or it's something new, or again, sometimes I think failure is the most important ingredient to success because the next day you have the opportunity to try again.

    How do your different layers come into play in your music?
    Miley: By being experimental in my lifestyle and my art and my musical choices or whether it's working on different films, I think I represent being layered as an individual, as being an artist. I think by having that fearlessness when it comes to trying something new. So whether that's honoring country music, which is obviously a big part of my childhood and growing up, but then doing pop music that I also adore, and to celebrating rock and roll which so many revolutionary female artists paved this path that I'm walking down now. Being layered is really important to trying new things.

    Opinions on not compromising on the things that bring you pleasure?
    Miley: It's important to not compromise when it comes to things that bring you pleasure, because I think it's such an individual choice and experience. No one really ever knows what feels right except for you. Success is measured in so many different ways. I think fulfillment and dignity and respect and honor for what you're doing, to me that equates success.

    What have you been taking pleasure in recently?
    Miley: When you release a record, it's no longer yours. And when you make these albums, usually you make it over a year of your life. So much changes and so much evolves, and people come in and people leave and there's pain, there's excitement, there's birth, there's death. There's so much that happens in this time of making a record. Then when it leaves you and it leaves your hands and it goes out into the world, it's no longer kind of your own personal diary. So something that's making me feel really fulfilled and giving me a lot of pleasure right now is making music and being in the studio and that writing process because it's just very intimate and personal and it's also very therapeutic in a way.

    Do you have any hidden or surprising pleasures?
    Miley: Hidden pleasures that people may be surprised to know about I'm not very good at keeping secrets or surprises. But something that I do love is going back home and being active with my brothers and my dad and going out and playing football or playing basketball. I feel like people see me kind of doing more glamorous things on stage or wearing bedazzled clothes and being kind of over the top when it comes to glam. But I actually really like to go to the farm and whether that's like go wash my horses. It seems like something that's a chore but because I'm out in the city so much, going to these places and actually being able to get dirty and just be on my farm the way that I was when I grew up makes me super happy.

    What does “Pleasure Has More Than One Layer” mean to you?
    Miley: The message of Pleasure Has More Than One Layer means to me that there's been times in my life that I feel that I can be very contradictory to myself. One thing that I feel today can be really opposite from what I'm going to feel tomorrow and accepting that and not judging myself for it, not judging myself for feeling almost like two separate individuals or however many identities that is and loving each part of myself for who it really is. So whether that is my side that's, you know, whether it's the music maker, whether it's the actress, whether it's the storyteller in the songwriting, whether it's just someone that's just being silly with their family at the dinner table, whether that's someone that's still afraid to perform for people but does it anyways, then the person that's totally confident. Sometimes I'll go on stage and I've done it a million times and it feels that way. Sometimes it feels as terrifying as the first time; and just accepting every part of who I am and that kind of human experience that I'm having because even things that I've done a million times, sometimes they still feel new, whether that's being in a room full of people and feeling really shy. Sometimes I feel like I want to be that center of attention. Sometimes I want to hide in the corner. Just knowing that every day is different than my experience, to what is happening in my life. Some days I'm stronger, some days I'm weaker, and just really honoring those sides of myself and not and not judging myself for feeling so many different things and feeling like so many different versions of myself at times.

    What would you say to anyone who holds back for fear of being judged?
    My message to anyone who feels afraid of being judged, which then stops them from following their dreams or being who they really want to be or being the most authentic version of themselves. Nature is one thing that I don't like to challenge because you're really never going to win. So our natural emotions and feelings, that's just something that's a part of being human is being afraid sometimes of having these social norms that then start to dictate the way that we express ourselves and to honor it and to respect it and to really not fight it and to kind of sit in the fear and get to know the feeling. And I think to ask yourself questions about why you want to make the choices or why you want to express yourself in a certain way and understand the authenticity and why it's important to you. People will question you. I think it doesn't matter what your answer is to them. It's what your answer is, really, to yourself. You don't really need to anyone on the outside. I do think having answers to those questions for yourself on the inside just keeps you understanding why this is so valuable to your happiness or to your existence on this earth, your importance, what you're going to bring and what you're going to leave on this earth too, what kind of mark you're going to make. How are people going to remember you? I really think that those questions aren't to be answered outside but I do think they're really important to ask yourself those questions.

    Why does this campaign with Magnum appeal to you?
    Miley: Working with Magnum was super attractive to me because I love any time that there is a brand that is encouraging authenticity and that aligns with my own brand, which is supporting people to be who they really are. Then not trying to change me to fit a brand, but instead working together and really taking that word collaboration and both of us bringing something to the table. I think what I would hope that I could bring to Magnum is just a lot of, I think light and personality. I think something that was really important with this campaign is showcasing layers. It's something that's so authentic to my own brand and to my own message. From the beginning of my career it's been important for me to tell my fans to be themselves and what that means can change daily. Who you are yesterday does not hold you to today or to tomorrow. It's okay if you become that person again. There's been so many times where there's cycles of my identity. There are a lot of layers to each of us. We're all really complex. Not to mention, I'm really a believer in who we are as kind of like mosaic piece of, not only everything that we've experienced until sitting right here right now, but again, generationally before that. My mother's experience, my grandmother's experience and how that impacts who we are as individuals now. So I do think being a human, having a human experience is very complex. It is very layered. All of us at the same time trying to understand each other, trying to have respect for one another, trying to be compassionate, even though each of our own lifestyles. All of our lives are so unique and so different and someone you sit next to on a plane you may have a lot in common with, you may have zero in common with but still being able to be kind to them and be compassionate to them and understanding their layers and understanding - I think understanding knowledge is power, we know this, so the more that we know something about someone, not just who they are right now but what they've been through, who they've been. That all accumulates to making the kind of piece of art that's going to be you, that is you. But I do think it's all these little micro moments that build up to make this one big piece of the person that you are.

    How do you embrace all your different sides?
    Miley: A way that I embrace all the different sides of myself and my pleasures is that I am not afraid of failure because I think by having these layers, a lot of the time, it encourages you to be experimental because you aren't just one thing. There's so much that I want to do in my life. There's so many sounds that inspire me. There's so many styles of art that I love, whether it's art, fashion, architecture, anything that is creative, I can usually find something that I like about, something whether it's art or whether it's music or something I can appreciate in anything that's been made by another person or by nature itself. Just being able to fail and to say that I tried and to experiment and go, that fits, this doesn't. Confronting every layer that you have and giving it a chance to breathe life into that side of yourself, and going, okay, this feels authentic, this doesn't. I think that the kind of experimental experience of being a human never stops until the end of your life. That's kind of what our purpose is, is to dig inside and find all these different cool textures and colors that we have within ourselves and to let them come out and to just kind of know who you really are. That’s really the main question. I don't know if you ever find out because I think it just changes so much.

    What's your advice to anyone who feels they can't express their true pleasure?
    Miley: My advice to anyone that's afraid of expressing their true pleasures is, it's really important to write. Obviously, as a songwriter, when you write things down on paper, you give life to it. You can see it, you can visualize it. You can also ask yourself, is this my truth? You can question it. I love writing down a question and then writing my answer. I can then scratch out my answer and go, “No, that's not quite it.” I like to be able to articulate my thoughts, as emotions are so overpowering sometimes. It's really easy to get lost in our emotions and going, this is how I feel and I'm going to feel this way forever. Fear, could feel very doomed. But then when you write it out and you question it and you answer that question, you give yourself power again because there's an understanding. You can always go back and look at that paper again anytime you have that self-doubt or others opinions start to cloud what you really want. You have some sort of foundation. I think that writing it out it just gives you something to stand on. I think visualization is really powerful.

    What pleasure can you not live without?
    Miley: Pleasures that I can't live without besides just making my music, is self-expression. Whether that's what I choose to wear every day, who I choose to surround myself with, being able to express myself and externalize everything that internally is going on in me is really important. It's my entire purpose in existence is to be able to be expressive.

    Why do you think it's important to experience pleasure?
    Miley: It's important to experience pleasure because being thrilled and having something that really exhilarates you and that makes you feel, it just reminds us of how lucky we are to have these human experiences, to be on this planet together. I love anytime that I feel human. Sometimes, being afraid, being even heartbroken, those are things that make you feel human. Those are things that remind you that you're here, that you're alive, that you're having this experience. And then pleasure, excitement, friendships, love, romance. All those things remind you that you're human. Especially with what I do, sometimes I think people expect me to be superhuman, to not be afraid, to be able to perform in front of thousands of people without fear. That's just not being a human being. I think that those butterflies, the butterflies that I feel when I'm going to meet someone new, when I'm going on a first date, are the same butterflies I feel before I'm going to perform in front of 50,000 people. Both of those butterflies remind me that I'm here, that I'm alive, that I'm human. Then when you have that, then you're also connecting with other people because now everyone on this planet, you have at least one thing in common with them. You're having a human experience. You're all going to feel pain, you're all going to feel joy, you're all going to have a heartbreak, someone's going to come in and put your heart back together again, or you're going find the strength in yourself to put yourself back together. It just reminds us that we're all really one, that we're all really the same, that there's no divide in between any of us. There's no difference between any of us and I think that makes you more compassionate which then makes you more understanding and then you have a better life experience.

    Has the past year introduced you to any new pleasures?
    Miley: The past year has introduced me to some new pleasures because I've really started to take pleasure in the smaller things, the little things that I would have taken for granted before a year that none of us could have expected, having lockdowns, having social distancing or isolation. I forgot what an honor it is to sit with my family and have dinner with them. And when my dad wants to say grace for us, all holding hands and not thinking twice about it. That's something that before I would have rolled my eyes and been, do we have to do this? Can't we just sit down and eat? I didn't get to have this for a year and I missed it so much. Or going to dinner with friends and being able to cheers one another without fear. All these little things. Being able to walk up to someone that has a cute dog and going up and petting their dog and shaking their hand and saying thank you for letting me pet your dog and I'm not running away. It's all these little things, opening the door for someone. Also, the littlest thing that I miss the most, being able to smile at somebody and say, how are you doing? Putting a big smile on your face and then them feeling like you care and just connecting. All these little things that I didn't realize their value that they had in my life and now being able to connect with people again. It just feels really good.

    What layers make a music event truly unmissable?
    Miley: There's a unity in live music. There's a unity for me being able to be a performer and writing a song and then seeing it sung back to me in unison by a crowd. What is layered about that is that a song resonates with an individual for different reasons. So a song could be a song that millions of people really like but those millions of people like it or relate to it for all different reasons. A song like 'Wrecking Ball'. Who that wrecking ball could be is something so different from the person sitting next to you at the show. What I really love is when people tell me when they heard this song for the first time what their reaction was. Did you cry? Did you get angry at your ex? Did you feel a sense of relief because you knew that you weren't alone because I felt the same way? I just think music and the experience of a song, whether it’s a melody or its sonic or the way that lyrically what it's about, a person resonates to a song for so many different reasons and that they can be really different from the next person.

    What has been the most pleasurable song in your career?
    Miley: My most pleasurable record that I've ever made was experimental psychedelic pop rock record called 'Miley Cyrus and Her Dead Pets'. That album was obviously dedicated to animals that I had lost in my life but also lovers. It was more of a stream of consciousness. There wasn't too much, there wasn't fear, there wasn't anxiety, there wasn't how is this going to be received? There was a brazenness, if you will, to making it. I am really proud of myself for making that choice because it was on the heels of 'Bangerz' which was probably one of my bigger, if not my biggest record, that I've made. And it was pretty mainstream and widely accepted and loved. Then to go and make something that really challenged all that. I was really proud of myself for making that decision as an artist because it was what I really wanted to do and that there had been 15, 10 years of my life prior to that that there was all things that I wanted to do. I'm really lucky that I've been able to make art that I love pretty much for my entire career. But this was one that was just so, it was just so personal and it also exposed so many feelings that had kind of been inside. So there's a sense of pride that I have because I did something that I really wanted to do without thinking about how it affected anyone else. I think that it's good to make those choices as long as they don't harm anyone around you. I think it's important for you to do things that you don't look at the outside. You just say, does this feel right? And when it does, you act on it.

    How does your partnership with Magnum inspire you?
    Miley: My partnership with Magnum has really inspired me because I love knowing that when Magnum thinks of layers, they think of me. That makes me proud of who I am. That makes me proud of what I represent. I do think that it's very complex. My life is complex, everyone's life is complex and I like relating to my audience. I like going, “I'm with you”. We're in this together. That's why I make music. So I love that when Magnum thought about a campaign revolving around layers, I'm really honored that I was the one that came to mind because that makes me proud of what I represent.

    Listen to my songs like never before. Magnum and I present 'Miley in Layers', my first 8D
    sound performance coming June 10th.

  • UGG Pride Campaign x LIL NAS X

    Written by Fashion Tales

    Southern California-based global lifestyle brand UGG® debuts new product additions as they grow their year round  Pride Capsule and dedication to the community. A celebration of self-identity and love, this year’s campaign includes friends of the brand like two-time Grammy Award-winning musician Lil Nas X (he/him), SAG Award-nominated  actress and writer Hari Nef (she/her), star of British television drama “It’s a Sin” Omari Douglas (he/him), Model,  Poet and Activist Kai-Isiah Jamal (They/Them) and UGG® FEEL YOU brand ambassadors Maya Samaha (she/they) and Jordun Love (he/him).  

    To further support the LGBTQIA+ community, for each pair of Disco Stripe slides sold on UGG.com, UGG® will  donate $25 to GLAAD—a leading media advocacy organization accelerating LGBTQ acceptance and equality—up  to a maximum guaranteed donation of $125,000. Additional donations will also be made to Terrence Higgins Trust, the UK's leading HIV and sexual health charity, supporting and amplifying the voices of people living with HIV and  the Organisation for Human Health and Happiness (Ohhh! Foundation) Germany, a foundation which aims to  empower young individuals to explore, embrace and experience their sexual identities safely and respectfully in a time  that is ever-changing. 

    We chose to showcase real, bold and wonderful individuals celebrating in a safe and welcoming environment, with amazing youth and allies and friends of the brand like Lil Nas X and Hari Nef,” said Andrea O’Donnell,  President, UGG® & Koolaburra by UGG® at Deckers Brands. “We wanted to express that there is beauty in  what makes you different and that you should never feel the need to apologize for who you are or who you love.” 

    We did more than create images and films, we created memories and shared a collective respect and love.  Because visibility is key for those who are often underrepresented, this UGG campaign became more significant. We  went big, we went bold, and we didn't apologize.” said #UGGPRIDE campaign photographer Danielle Levitt. 

    The best thing about our community is that we uplift each other. In a world where we are constantly surrounded by  uncertainty we can turn to our community and find happiness and so much joy. To be real is to be free. That’s all we  want in life.” Said Omari Douglas, star of “It’s a Sin”. 

    To me pride means more than uplifting our community for one day or one month. It’s something that is forever and  eternal.” Said Model, Poet and Activist Kai-Isiah Jamal. “Care most about articulating yourself for yourself and don’t worry about if other people get it. The one thing you feel insecure about most will be the one thing that gives  you the most confidence one day.”  

    The campaign features a limited-edition collection of all-gender footwear and apparel in Pride-inspired colorways.  Like the Disco Stripes Slide, the brand’s ever-popular Fluff Yeah and Fluff Yeah Cali Collage feature super soft  sheepskin UGG® is renowned for, wedge platform, same branded elastic heel strap for a secure fit and rubber outsole  for ultimate traction making it an outdoor slipper perfect to dance all night in. 


  • From Cocteau to Coco: Chanel Cruise 2021/22

    Written by Susan Stjernberger by Jahwanna Berglund

    From the bestiary in her apartment to his film ‘Testament of Orpheus’.
    Two free spirits with their singular worlds, and an herbarium from Provence as an invitation to travel.

    Virginie Viard took us on a much-needed trip to Carrières de Lumières, a white limestone quarry in the village of Les Baux-de-Provence in the French Riviera to watch the Chanel Cruise 2021 / 22 show. The Cruise Collection is an important one for the House of Chanel as it has been a part of its history since the early 1920s. It was during this time that Cocteau and Coco became close friends fostering each other’s creativity.

    Viard explains, “Gabrielle Chanel was close to Cocteau, and I love the film Testament of Orpheus. In particular this magnificent scene: a man with a black horse's head descends into the Carrières de Lumières, his silhouette cut out against the very white walls. Because the simplicity, the precision and the poetry of Cocteau's film made me want to create a very clean collection, with a very distinct two-tone, made up of bright white and deep black”.

    As the models walked through darkness lit by Jean’s signature stars they ascended into the light reflecting these contrasts seen in the radiant whiteness of a long shirt-dress, and black macramé capes, between a white tweed jacket embroidered with lucky charms and a black dress in velvet and leather. Staying close to the houses’ signature classic tweeds and minimalism, Viard added a rebellious tone with references to the sixties, punk, and rock. Much to my delight, there were leather fringes, beads and sequins, fishnets and laced Chanel logo stockings (on my wish list), graphic t-shirts, and pointed silver Mary-Janes.

    It was in Gabrielle Chanel's recently restored apartment at 31 rue Cambon that Inez & Vinoodh photographed six looks for a preview teaser. “It was there that Gabrielle Chanel housed her favorite bestiary, her lions, female sphinxes, but also deer, which are printed, along with other symbols of the House, on a long negligee-style dress in pink-beige and black crêpe. It was also in this apartment that she received her close friends, including Jean Cocteau,” says Viard. “Ultimately, through her friendships, it is Chanel, the woman that I love more and more. Her life gives us access to characters just as extraordinary as herself.” And the doves, something Cocteau and Picasso have famously illustrated, a messenger, a spirit of love and light were released at the end of the show.

    An excerpt from a letter Cocteau wrote to Coco June 20, 1925:

    My dear Coco,

    Your work is ’a kind of miracle’, you have worked in fashion according to rules that would seem to have value only for painters, musicians, and poets…
    Your direct involvement and activity in the art scene began when Diaghilev invited you to work on his 1924 play, Antigone, as the costume designer. Incredible!  Vogue headlined a review of the piece as such: “Chanel Goes Greek While Remaining Chanel”.  Antigone was your direct ‘in’ to the avant-garde art scene. This showed that your fashion transcended into the art world and also into the world of philosophical thought. From the impact of your relationships to your advocacy, influence, and eventual contribution to the modern musical style that emerged in this decade, you have been a force in defining the new sound I described as ‘music on which one walks’.
    Have a beautiful day my dear Coco,

    Jean Cocteau


  • Get Ready For a Scandinavian Upcycled Al Fresco

    Written by Susan Stjernberger by Qim Claesson

    Svenskt Tenn has collaborated with Belgian artist and designer Jean-Philippe Demeyer to create an upcycled collection called Al Fresco using leftover textile scraps. How fabulously sustainable!

    It is so important that we preserve our environment, that we always think long-term and strive to have everything that we create and buy last for a long time. Timelessness and classics are part of the future and I think we should always decorate for a lifetime, not just for a couple of years to come,” says Jean-Philippe. And this falls perfectly in line with Svenskt Tenn’s sustainability philosophy as well. 
    The inspiration came from the founder of Svenskt Tenn, Estrid Ericson’s summer house called Tolvekarna (The Twelve Oaks), which by the way, is now added to my list of places I must visit. “I loved everything! The house, the name, the terrace, and living close to nature. I prefer to be outdoors all the time and am so incredibly attracted to everything that has to do with summer and country houses. It gives me a feeling of freedom,” says the designer. And the timing couldn’t be more perfect. With most Europeans still waiting for their COVID vaccine, dining al fresco outdoors seems to be our only remedy in the coming Spring and Summer months.

    Using Josef Frank’s leftover patterned pieces Jean-Philippe has created fun quirky unique patchwork pillows and pieces that will spruce up any outdoor and frankly indoor experience. In this exclusive collection, we also get a taste of Jean-Philippe’s humorous take on eyes he calls Milky Eye, which is patched into cushions and made into design trays. It reminded me of the eye-protecting us from evil eyes, not that I’m superstitious or anything but I’ll take both in Powder and Green, please! Add to all this his signature tassels, fringes, and lots of upcycling, what a refreshing recipe for Al Fresco dining.

    The exhibit is shown at Strandvägen 5 between 26.03.2021 – 30.05.2021

  • The Body Shop opens its first upgraded, refill store in Sweden

    Written by Yasmine Mubarak by Fashion Tales

    Finally, the refill option from The Body Shop has been newly launched in Sweden. This time, upgraded and ready to revolutionize the Swedish and Nordic market - not to mention the world.

    There is a famous quote from the founder of The Body Shop, Dame Anita Roddick in the late ‘80s, stating:
    “Why waste a container when you can refill it? And why buy more of something than you can use? We behaved as my mother did in the Second World War, we reused everything, we refilled everything, and we recycled all we could. The foundation of The Body Shop's environmental activism was born out of ideas like this”.

    With this quote, we understand that this is not the first time The Body Shop has created refill options. Founded in 1976, The Body Shop’s first store in Brighton encouraged their customers to recycle packaging. Anita Roddick refilled her customers' bottles - instead of having them buy a whole new product. Partly, because Roddick did not have enough bottles at first, when she was starting out with limited finances. A genius idea, creating a life cycle for the company and customers. However, during the ’80s and '90s, the world wasn’t ready for the refill option of beauty products, and it faded away but wasn’t forgotten by the company.

    Today, the world looks very different. With a stronger mindset of the environment and sustainability. Not to mention, a world with numerous beauty brands beginning with refill options. The beauty sector today generates billions of pieces of packaging every year – most of which ends up in landfills or the ocean. If we all switch to refill bottles, we could together save 25 tonnes of plastic per year, an average of 32 plastic bottles per person, and help ensure that 2.6 kilos of carbon dioxide are not released into the air.

    From the relaunch of refillable options in 2019, The Body Shop has successively opened the refill option at limited stores, mainly in the U.K. But have finally arrived in Sweden again.  This can be seen as a new way of leading The Body Shop into the future. Put simply, creating a circular economy. Which is about eliminating waste and using things for as long as possible. Ultimately, The Body Shop’s goal is for all products and packaging to be compostable, refillable, or returnable.

    To learn more, we asked Matilda Wiechel, Activism and Communications Manager at The Body Shop, on how we refill in the store and their product range:
    ‘’In this stage, we are launching refills on our 12 best-selling shower gels, liquid hand soaps, shampoos, and conditioners. The next phase to look at will be our fragrance range.’’

    How to become a refill champion:
    ‘’Take the new refillable aluminum bottle and choose your favorite liquid product. This time, the containers have been changed to aluminum bottles, and the container for the bulk product is also in a recyclable container. When the bottle is empty, you clean it, bring it back and refill it at the store.’’

    In addition, we asked Wiechel, what’s different this time around compared to earlier:
    ‘’What we often experienced the last time we had a refill, in the ’90s, was that we had to throw away quite a lot of products because it wasn’t consumed fast enough - not enough people came into the stores to get refills. We also had some problems with many people not cleaning their bottles properly, which made hygiene an issue.’’

    How does the refill process look in the rest of Scandinavia and the world?
    ‘’In Sweden, we are planning to roll out the refill concept in 8-10 stores during 2021. For the rest of the world, we are looking at a total of 400 refill stores in 2021 and another 400 in 2022.’’

    The first new refill store in Sweden will open on April 14th in Westfield Mall of Scandinavia.

    Read more about how you can create a more sustainable beauty regime in three easy steps. In the article, Reuse, Reduce, Refill here.


    Written by Fashion Tales



    Dr. Martens are partnering up with the sartorially radical Rick Owens. Known for his post-apocalyptic reimagination of brutalist fashion, his designs defy convention and challenge physics. And now, after more than 60 years of Dr. Martens and almost 30 years of Rick Owens, we’re finally uniting for one of our boldest collaborations to date. And it’s long overdue.

    Launching as a two-part collaboration in March and May, the collection is an exploration of Rick Owens’ dark, underground aesthetic applied to a classic DM’s silhouette. Subverting our 1460 Bex platform sole boot, which rose to notoriety in the 90s, our March drop is bound with the designer’s signature dramatic lacing system and loud with both brand’s philosophy for championing the alternative.

    Renowned for eccentric, architectural garments, Owens’ sharp ascent to fame in the early 90s coincided with DM’s own grunge renaissance. An era when fashion was flannel, florals and non-conformity, both our brands’ wearers and die-hard following overlapped more often than they didn’t.

    And our latest collaboration is no exception. Owens’ enthusiasm for dark-glam drapery and polished brutalism sees our 1460 Bex boot wrapped with Rick Owen’s trademark lacing system. Coming in a Black Smooth leather and complete with an additional pair of black laces, dual-branded sock liner and taupe heel loop. Sitting on a double- height Bex sole, the boot is finished with Taupe and Yellow double welt stitching on the Black 1460 Bex DS.

    Available from 20.03.21 at drmartens.com/collaborations/rick-owens and select partners.