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)