JANTE'S PLAYHOUSE SS18

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JANTE'S PLAYHOUSE

The dysfunctional Swede and everyday role play is the main inspiration for the SS18 collection. The theatrical crazyiness and the everyday dullness that blends in the photographer Lars Tunbjörk’s legacy is significant for SS18 “Jante’s Playhouse”. His style of photography with its well documented darkness and rather comic characteristics captures the essence of the Swedish jante and its, in some sense, twisted nature. The L’HOMME ROUGE interpretation of this subject is presented through re-worked conservative men’s clothing and power symbols that have been put in unfamiliar and new context.

Photographer: Mattias Björklund

Stylist: Martin Persson

Hair: Jacob Kajrup

MuA: Johanna Nomiey

Models: Tuomas, Vera and Ossi (Nisch)

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About

L’HOMME ROUGE is a Swedish contemporary fashion brand established in 2013. It started as an undefined project by four students at Lund University in Sweden and Copenhagen Royal School of Arts in Denmark. The purpose grew evident as their search for ways to express themselves and the mutual interest for design, culture and art came together. L’HOMME ROUGE – “the red person” – became a reminder to unconditionally challenge yourself and always follow your inner driving force.

The label presents thoughtful, rule breaking and story telling design. The narratives are the corner stones when realizing the ambition to defy conventional and conservative menswear norms.

2017/2018 L’HOMME ROUGE was awarded the European Woolmark Prize, underlined as one of the new faces of global faces by Interview Magazine as well as named brand of the year by prestigious Swedish department store Nordiska Kompaniet.

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JANTE'S PLAYHOUSE

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