Schnayderman's examines the zeitgeist for its Copenhagen runway debut
The devil was in the details at Schnayderman’s first-ever runway show. Having previously only presented its collections during events and digital activations, the Swedish brand invited a few guests to experience the intimate debut in Copenhagen. Showing only 12 of the brand’s best looks, it was a way to “keep it really tight and focused,” as founder Hampus Bernhoff put it. “It feels fantastic,” creative director Bernhoff said ahead of the show. The designer explains that while it has been amazing to use digital means to showcase the brand, he feels as if they have “missed the immediate interaction and conversation with the viewer” that you get with a runway show.
Titled 'The future is behind you', the collection finds its roots in the couture cutting techniques of the 1950s mixed with the nostalgic utility detailing of the 1990s. The name itself is a quote Bernhoff read a while back, and the resulting collection came to embody the past whilst feeding on the zeitgeist of today to make “something relevant for the future”. This could be seen in the use of texture, such as fringed indigo linens, cotton nylon ripstop, high twist poplins, crinkled viscose fabrics and washed denim. “We are still in love with outerwear that has got a lot of volume,” Bernhoff pointed out. And with a palette ranging from soft blues, sandy beiges, deep burgundies and charcoals, along with pops of bright orange, green and hints of yellow, the result was refreshing, to say the least.
“I never want to steer away too much from making things people will actually want to wear, so a lot of it stems from what we want to wear ourselves in the studio,” Bernhoff says of the silhouettes. “However, I was very inspired by the series” We are who we are” and, in particular, Jack Dylan Grazers’ character Frasier and what he is wearing in the series.” And there was definitely a hint of the 1990s nostalgia, as mentioned above, mixed with our favourite wardrobe staples throughout the looks
See the full collection below: