STRÖM Brand Contemporary Fashion

Swedish model turned designer Erika Strömqvists' denim based contemporary collection brand, STRÖM, is poised to revolutionize the premium denim market as we know it.  Drawing inspiration from her Swedish roots, Strömqvist has managed to strike a chord with diehard denim devotees by designing timeless, sophisticated, streamlined jeans. After years of working with renowned designers such as Nicolas Ghesquiere and Ann Demeulemeester, Strömqvist applied her extensive knowledge of design and fit to create a premium denim collection that focuses on feeling and looking good, without trying too hard.



Launched in early 2013 to much acclaim, Strömqvist's subsequent collections have managed to evolve every season, while staying true to the core ideals of her brand. She consistently churns out fresh and innovative designs that keep her denim enthusiasts engaged and coming back for more.  Her latest Spring/Summer 2014 collection features updated washes of her best selling styles, the Tio Skinny and Nio High-Rise Skinny, even more Selvedge Denim styles, and the brand's signature style, The Poppy, a skinny silhouette with a long folded cuff that gives the illusion of an elongated leg.  Exciting new additions to the collection include their first ever short, the Kort, a high waisted, distressed cut-off and the launch of their Atelje Collection. This capsule consists of a series of ready to wear pieces that include The Tofs Selvedge dress, The Ouzo skort and the intricate Zappa Denim Vest.

The collection continues to evolve for Fall 2014 as STRÖM Brand focuses on expanding both their core and avant-garde Atelje Collection, which includes couture-quality tops in modal and Japanese Indigo knits, new interpretations of the denim jacket like the Oryx Eisenhower Jacket, and the beautifully heroic Elan Parka Jacket featuring mink cashmere. The line will also include bold yet beautiful bottoms including the Poppy Selvedge, the Liger Trumpet Pant, and Moco Skirt/Pant.  The fall campaign, shot by Julian LeBallister is sure to be a game changer in the denim market as supermodel Kirsi Pyrhonen graces the line with her 6'1" frame to further propel the stunning collection into front runner in the fashion forward contemporary world.

Attention to detail is Strömqvist's trademark and is evident throughout the entire collection as she has worked with the best in the fashion and design industry to curate a collection that connoisseurs can appreciate.  Strömqvist's goal is to "raise the bar in women's premium denim and create the jeans that all of the women she was surrounded by in the fashion industry were screaming for - STRÖM is not just another denim brand." STRÖM Brand is currently available at specialty boutiques nationwide and will launch its own e-commerce store at the end of this month. The collection ranges from ($169-$1,430; www.STRÖMbrand.com).

                SPRING 14

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