Aerial Ambitions

A hunger for more. Swedish label Odeur continues to explore the unisex vision of a playful, aware silhouette in (their) its Spring/Summer 2012 collection named Aerial Ambitions. The collection is presented in a wide range of fabrics including fine cotton, silk and linen. This season’s colour palette is monochrome in white and black including some shades of grey.

Odeur’s very specific aesthetic is kept well in this rather sporty collection, that finds its inspiration in the human illusion of being able to fly, as in the tales of Icarus that covers human conceit. The silhouette is still playful and the focus on details as well as the unexpected cuttings characterize the collection, as always.

A brief history

Odeur was founded in Stockholm in 2006 as a brand experiment, using a speci?c white, light and clean scent instead of a visual logotype to label the graphic and dramatic, yet playful garments. The ?rst collection included a few t-shirt styles that where distributed amongst a few initial clients in Sweden and Japan.

Today Odeur is designed by Petter Hollström and Gorjan Lauseger and has spread to 17 countries, selling jeans, outerwear, accessories and fashion clothing. The collection is represented at, amongst others, Harvey Nichols in Hong Kong, Temporary Showroom in Berlin, Oki-Ni in London and OAK NYC in New York.

Photos & text Copyright Odeur.

 
 
 
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