Shanghai Fashion Week Presents Swedish Brand Clothing "Alternative" Fashion

As a high street brand known for narrow leg jeans, Cheap Monday always gives people a bad and casual impression. The "alien" series of outer space and UFO are inspiring, showing a strange contradiction with common sense. Futuristic dyes and materials are paired with retro washed denim, mixed with a humorous ambivalence.

Cheap Monday was once the only one in the most obscure city in Stockholm. clothing Shops are open only on weekends. Until it moved to the main city, it became the gathering place of the street in this city. There are unique denim blended varieties. clothes 。

In 2004, it launched its jeans with a skeletal head and began to expand overseas. In the same year, it appeared in Urban Outfitters, a chain store in the US. Over the next 5 years, it has entered 1200 retailers in the world.

In 2008, H&M bought about 500 million Swedish kronor (about 464 million yuan) to buy about half of its shares. After obtaining the funds, Cheap Monday started a direct store plan. Currently, it has opened an independent concept store in Copenhagen and London. Its goal is to set up direct stores in important commercial cities around the world.

Female from Sweden Designer Ann-Sophie Back lived in London and Stockholm. In her works, you can see the Nordic simplicity, peace and British style of being unruly and unruly. Privately, Ann is a real heavy metal enthusiast. She said, "you can see the square side and the sharp point of metal in this series. shoes There are also T-shirts and baseball caps with slogans. They all coincide with the current trend of sports comfort.

Meshes, sequins, lacquer and other Ann Sophie Back elements are also frequently used in this series. Tight waist high men's jeans and rounded women's windproof jackets highlight the neutralization characteristics. The whole series seems to be pulling out some random products from the wardrobe of fashionable men and women. This also seems to reflect Ann-Sophie Back's consistent attitude towards fashion design: "don't take fashion too seriously."