May 26, 2017 | By Samuel Trotman
Get more Denim insights as a WGSN subscriber
Stylesight’s Denim Team has come across an exciting new denim brand, Strom who made waves at the F/W 13 season’s Coterie trade show in New York.
Strom is founded by Erika Stromqvist, a Swedish former runway model with extensive experience walking shows from Chanel to Alexander McQueen to name just a couple. Her experience working with designers such as Nicolas Ghesquière, Marc Jacobs and Ann Demeulemeester as well as top photographers such as Bruce Webber and Steven Meisel and a close friendship with the late and great Corinne Day, has given her a rich background in the fashion industry. This extensive experience has driven the former model to launch her own women’s denim line that takes inspiration from both her roots in Sweden and her current home in Los Angeles, home of premium denim.
“For me fashion and particularly denim is about feeling and looking good without trying too hard,” says Stromqvist. “STROM is about the right attitude, understated and streamlined, to enhance your own style – it’s personal and contemporary, yet timeless.”
Highlights include a retro, mid-cast boot flare and signature Scandi-inspired skinny jeans with innovative print and laundry techniques for a more statement look. However, the classic, timeless and simple styling that Swedish denim design is known for definitely shines through in this collection featuring 10 denim silhouettes and an accompanying range of knits, tailoring and wovens.
Know what’s next. Become a WGSN member today to benefit from our daily trend intelligence, retail analytics, consumer insights and bespoke consultancy services.