The famous Swedish mail order company Ellos has updated itself big time and started to work together with Scandinavian designers. I always thought Ellos clothes were a bit granny-like and cheap, but things are changing! Ellos’s catalog manager says that they wanted to do something completely different and they have really succeeded :)
First out in Spring 2013 is the guest designer Pär Engsheden, creator of Crown Princess Victoria’s wedding dress. Engsheden works with Haute Couture in a world of unique garments and craftsmanship. The contrast with Ellos, which stands for accessible and popular fashion, makes this meeting both unexpected and very exciting.
Video director Jonas Akerlund who worked with Madonna has photographed the dress on the Swedish model Frida Gustavsson. The series portrays six characters from fashion history, all in Engshedens Safari Dress.
A really neat and smart mix… you go Ellos :)
Which designers do you like??