• Alphabeta Floor Lamp by Luca Nichetto

    Written by Fashion Tales

    Following the success of the iconic Alphabeta Pendant Lamp, which was first introduced in 2015, Hem tapped renowned designer Venetian designer Luca Nichetto to create a reimagined version of the piece which he has named the Alphabeta Floor Lamp. The Floor Lamp is bi-directional and comes in eight different shapes and four different colorways, offering a staggering 1,024 configuration options.

    The chameleon-like lighting system, which features an accompanying online configurator, is offered in a variety of designs, from flamboyant pink, to sleek black, or softer serene white.

    When designing Alphabeta Lamp, I wanted to create a system, in which you can combine shades to create your very own lamp. I did a lot of research on different kinds of shades and the variety of light effects you can obtain. I wanted to allow the users to create their customized lamps by combining different pieces - like letters in an alphabet, ” says Luca Nichetto.

    Nichetto began his career working for respected brands Salviati and Foscarini before launching his own design firm in 2006. Born from a deep passion for industrial manufacturing and craft, Nichetto’s practice combines Italian and Scandinavian cultures in fields of product, industrial and interior design. This is Nichetto’s third design collaboration with Hem.

  • photography by Ingrid Jacobsen

    'Couture Black' - A Manifesto of Shades and Shapes

    Written by Ksenia Rundin

    Yesterday Sven-Harry’s art museum was housing ten unique couture pieces conceived by ten second-year fashion designer students from Beckmans College of Design under the guidance of their director and prominent Swedish designer Pär Engsheden. 'Black Couture' was expected to be a fashion show but happened to be a peculiar experience. The museum space had all of a sudden turned into a vivid theatre scene, where models, wearing entirely black couture pieces, were literally performing, instead of traditionally walking on a catwalk.

    The audience was generously invited to participate in the performance by experiencing the craftsmanship of couture, while observing the playfulness of homogeneous black textures, silhouettes and forms the performing models were theatrically demonstrating.

    The performance started in the basement and continued on the top floor, taking the audience step by step through different forms and cuts of the couture science. There was a sincere moment of co-creation between the audience and fashion, where the authenticity of couture were dancing tango with the identity of the young designers making the beholders’ imagination frequently search for references. Some associations I had were Les Ballets Suédois and Joséphine Baker, ‘The Matrix’ (1999), ‘Blade Runner’ (1982) with its neo-noir science fiction, Martin Margiela, Renaissance, an element of Orientalism with a rebellious twist and Gothic rock. The performance has definitely become a 'hancrafted' experience manifesting that black has a lot of shades and shapes.

  • Superga and ALEXACHUNG new project

    Written by Fashion Tales

    British fashion designer, model and TV presenter Alexa Chung is announced as the face the SS18 Superga® campaign and designer of an exclusive capsule collection. In 2017 Alexa Chung launched her eponymous label, following several successful collaborations, campaigns and musings for some of the worlds most recognisable brands, including her first campaign with Superga in 2011. At the heart of ALEXACHUNG the vision was: to create clothes that people want to wear, featuring her popular sartorial style choices, combining Parisian chic with a New York edge, all the clothes and accessories of the brand reflect her eclectic personality.

    Alexa Chung’s collaboration with Superga® began in 2011, when she was the brand’s Ambassador; and since Alexa’s love for Superga never died she returned to design her own footwear collection with Superga® for Spring Summer 2018. The campaign was shot in Los Angeles, capturing Superga’s essence and character with Alexa’s acclaimed touch.

    Alongside being the face of Superga®, ALEXACHUNG reflecting her personal style. Alexa hasreinterpreted the classic Superga® silhouette (2750, mid cut and mule) with different textures and colours. She created shoes that people want to wear, combining distinctive fabrics; varnish, satin, cotton and terry towel and feminine tones including off white, burgundy and sky blue. The result is a combination of classy and rock‘n’roll, where ALEXACHUNG signature interacts with timeless Superga® styles.

    “My mother wore Superga’s when I was growing up so for me they’ve always been a classic shoe and something I have incorporated into my daily wardrobe for years now. It has been wonderful to return to this brand as a designer working on a collaboration for this season because in the past Superga were one of the first companies to let me art direct a campaign for them. It feels a lot like coming home.” Alexa Chung

  • Martin Bergström for Photowall

    Written by Fashion Tales

    19th century flowers flourish in Photowall's new collection by Martin Bergström.The Flora Hysterica wallpaper collection contains five wallpaper patterns all born out of the thousands of preserved plants in Martin Bergström’s herbarium. By the age of three, Martin Bergström already knew the definitive book on Nordic flora, Den Nordiska Floran, inside and out, and his fascination with flowers has only increased

    since. Over the years, his intense interest in flora has manifested into a collection of preserved plants that is constantly growing. Recently, it has come to include over 1000 flowers, with the oldest flower originating from the early 19th century.

    - Flowers have always been a recurring motif in my creations, and I'm thrilled that this has now resulted in a wallpaper collection with Photowall. A flower picked roughly 200 years ago becomes like a time capsule pressed between the sheets of paper. I see this wallpaper collection as an opportunity for one small flower to bloom yet again and continue its timeline, says Martin Bergström.

    The design process for the Flora Hysterica collection involved scanning select flowers using microtechnology to capture every detail of each flower into the wallpaper pattern.The scanned image was then integrated onto a coloured background and finally developed using mixing techniques and colour layers to achieve the right structure and shade. One wallpaper pattern can include up to 20 colour layers.

    Martin Bergström integrated flora into all the wallpaper patterns in a natural way yet retained much drama in the process, which clearly showcases the artistry behind the collection and makes Flora Hysterica a perfect fit for every room.  

  • Northern - Loud

    Written by Fashion Tales

    The new lifestyle brand Northern's launched their debut collection during Stockholm Furniture Fair, 2018. Among the new products is the Loud cupboard, created by the Swedish-French design duo Färg & Blanche. 

    The bar cabinet exudes a sense of discreet luxury, but at the same time it is an efficient and modern bar cabinet that takes minimalism to a new level - which also gave rise to the name Loud.

    “We want Loud to give a strong impression without actually saying a single word,” says Emma Blanche and Fredrik Color, designer of Loud.

    Loud is designed to be a compact bar cabinet without decorations and smooth contours - while it has a wide range of applications. The doors and side surfaces are reinforced by a seamless layer of polished laminate that creates a dazzling mirror effect. The glossy cabinet is complemented by a table top in the smoked oak, and I am lying on metal wheels.


    Written by Fashion Tales

    BOSTON, MARCH 2018 – For more than three decades, the New Balance 574 has been one of the industry’s most revered sneakers and today is one of the brands most iconic silhouettes. On March 15th, New Balance will celebrate the 574 in its original colorway – grey, which has become a color synonymous with the brand. New Balance “Grey Day” will come to life in more than 20 cities globally with cultural events that celebrate the iconic 574, the transcendent nature of grey and the enduring legacy of New Balance classic running heritage.

    More than just a hue, grey represents the fearlessly independent state of mind and has come to define the understated design philosophy that anchors New Balance footwear. The New Balance 620, which was released in 1980, was the first silhouette to offer a full grey upper with the intention of the shoe fitting into your existing lifestyle and catering to urban running. In 1982, the New Balance 990 continued to challenge popular opinion, and 80’s footwear trends, with its release as the first performance silhouette at $100 and in an upper done in premium grey suede and mesh. Since then, beloved New Balance models have been released in grey and the color has come to signify New Balance’s heritage and independent spirit within the footwear industry.

    For more information about New Balance “Grey Day” and to connect: @Newbalancesverige @NBLifestyle #574 #NBGreyDay