Like a bouquet of purple and orange irises that bloom in fall – lighting up the dark. 5Preview creates a feminine yet playful vintage like modest look, with the cynical mood of the Nirvana song “In Bloom”. The inspiration comes from the late 60s/early 70s London based brand BIBA and it’s beautiful mess of graphic prints, art nouveau details, auntie colours and total decadence – the street wear of the swinging London. The AW17 collection has a 5Preview take on 70s shapes and fabrics, for both casual and party wear. A collection perfect for layering, mixing and matching looks.
The collection is available August 2017.
Artistic Direction: Emeli Mårtensson
Direction, Production and Editing: Luca Cagnassi
Camera: Niklas Larson
Photography: Jens Rosengren
Models: Nelly @Elite, Ellen @Stockholmsgruppen & Julia @Lind
Make up and Hair: Carina Finnström @Adamsky
Music by: Yari Blue and Lo Session – When you think of love
Styling by Emeli Mårtensson and Gennaro Sorvillo
Assistants: Amanda Persson, Josephine Norris, Maria Maleh, Anni Liljegren