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Style, innovation & equality

Whyred Autumn/Winter 2018 show at Grand Hôtel in Stockholm

Rooted in pop culture and friend with subculture, the Swedish label’s menswear designer Jonas Bladmo is inspired by Paul McCartney 1971 when it comes to style and Paul McCartney 1980 creatively, in the new collection shown at the catwalk during Fashion Week Stockholm.


Jonas, how would you describe Whyred as a brand?

– All that we make and are inspired by is derived from some kind of alternative art and music scene where the garments become inherited from this or contrasted with this.

Tell us about the Autumn/Winter 2018 collection.

– Paul McCartney 1971 has inspired me when it comes to style and Paul McCartney 1980 has inspired me creatively. Darkroom is the name of the collection and as well the title of an amazing song from the “McCartney II” record released in 1980. Paul went into the studio to experiment with the newfound friend, the synthesizer, and came out with a double album never thought to be released. The men’s silhouette is relaxed tailor-made, largely based on uniform inspired jackets along with bow tie shirts, wide and high pants and long coats. A mix of luxury fabrics, functional elements, and colourful patterns creates the silhouette for the season together with sneakers.

You’ve been part of Fashion Week Stockholm for a long time, why is it important for you to show there?

– Yes, our participation goes back to the start of the fashion week in 1999 and we want to continue to support it and work for Stockholm to be a significant fashion city.

What’s the most important thing for Whyred coming in 2018?

– That the collection is well received and that our international establishment continues in a positive direction.