Minimarket
Minimarket is a Swedish clothing label designed by the three sisters Sofie, Pernilla and Jennifer
Elvestedt. The trio was selected by Swedish Elle and H&M to be "best new designer of the year" in 2007. The design philosophy is based on using opposites for perfect balance. The three sisters are all vary widely in taste and style and it’s the inspiration in finding a unifying path in design that inspires the group. Minimarket has been a women's wear label since 2006. Today, the line has extended from clothing only to include accessories with focus on shoes.
For AW09 Minimarket follows their fairytale inspired SS09 collection with another theme filled with surreal characters – ranging from the pink panther and tin man to the lion and the penguin.
Inspired by an old photo of a costume party from 1919 in Pennsylvania, the collection is based on the crowd you would like to hang out with at a costume party and all garments are inspired by the characters wearing them.
A consistant part of the pattern scheme for AW09 is stripes, most of them horizontal, which come in cotton, wool and silk in various colours. The palette consists of saturated hues of maroon, olive, orange, heavy blue and brown.
