Wednesday, 7 April 2010

Weds 7th April/; Laura Mackness for Weekday

This week is the launch of the Laura Mackness diffusion line / collaboration in partnership with Swedish label "Weekday".  I'm very excited!  I am a big fan of her aesthetic and the chance to buy into it with this project is just brilliant.  Her trademark witty illustration style has transformed from the luxury line up of her M.A collection and been applied skillfully to accessible separates.   
Her new prints of wandering hands and tan lines are inspired by sporadic sources such as artists Francois and Jean Robert as well as her own collection of watches.  Surreal?  Yes, that's Mackness.  I asked Laura to explain a little bit about how the project came about:  

"Weekday saw my MA collection and were interested in using the graphic style prints for a range of t-shirts, from this also then came the leggings and the vest dress. I was really keen to do it as people had always commented on how well the prints would work on basic t-shirts and how desirable they would be. I also loved the idea of my designs being more widely available and being accessible to a different market"

In the past Weekday have stocked 48 different designers such as Anne-Sofie Back, Acne, Marjan Pejoski and JCDC.  This partnering has progressed into exclusive collaborations working with a a homegrown Swedish designer such as Carin Wester and international designers with the latest for S/S10 being Peter Jensen.   These words come from Weekday on the choice of approaching Laura:
"Weekday has always been interested in new design that are brave and open
minded and to pick up new up and coming Young designers. St.
Martins is of course the leading school of fashion at the moment so it
was very natural for us to work with them. We chose Laura Mackness due
to her very strong graphic expression and her way to work and use
colors. We are super happy about the result, it's a vibrant collection
with attitude and a strong graphic expression based on her last
collection at st. Martins."

Here are some scans of Laura's sketchbook which she kindly sent over and one of her snap's from the launch in Stockholm....................I can't wait to see the pieces tomorrow, especially winking knee leggings!


Clare said...

I just posted about this too, we win!

Love the inspiration and sketchbook images.

tweet tweet tweet


annie said...

hey fred,

My name is Anna and I work for a company called Agency V in Berlin-who represent Weekday! could you send me your email address so we can get in contact wit you!??


fredbutlerstyle said...

Hello Anna,

Would be great to hear from you:

I went to Laura's preview last evening and the collection is fantastic! Love it!