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Jenny Grettve

When Mercedes-Benz Fashion Week kicks off next week we will see yet another innovative and edgy fashion show by Jenny Grettve.

Jenny Grettve might well be one of Sweden’s most multifaceted designers. She studied furniture design in Italy and architecture in Lund and Melbourne before she threw herself into the fashion world, studying fashion design in Malmö and launching her own label in 2010. Since then she has staged several celebrated guerrilla shows in Stockholm, exhibited in showrooms in New York, Paris and Berlin, and been named one of the most exciting new designers at Vancouver Fashion Week in Canada.

So how did I end up in fashion? I wanted to become a pianist and completed a university level course, but realized I had to experience even more, says Jenny. I ended up with a MA degree in architecture, but sill had not found what I was looking for. I threw myself into fashion and landed softly on a pink little cloud. The tempo is fast, there are no limits, I can use all my experience and I feel at home.

I threw myself into fashion and landed softly on a pink little cloud

When Mercedes-Benz Fashion Week kicks off next week we will see yet another innovative and edgy fashion show by Jenny Grettve. This time she will occupy Story Hotel in Stockholm for four days, from Sunday August the 25th until Wednesday August 28th. The intervention will start with a guerrilla fashion show and continue with an installation and a much anticipated pop-up store featuring a special selection of Jenny Grettve’s designs and accessories. Sweden’s top skateboard girls from the crew No Limit will make a special appearance at the fashion show.

– Locating ourselves in Story Hotel during fashion week matches my concept and my SS14 collection perfectly, says Jenny Grettve. Its trashy chic environment reminds me of hoods in New York that I like a lot, such as Williamsburg and Queens.

For this collection Jenny Grettve has been inspired by history’s strong, independent female icons such as the pioneering British nurse Florence Nightingale. The collection veers from casual daywear such as denim trousers and printed t-shirts to sophisticated evening wear and exquisite handmade creations such as cut-out hands in faux leather and plumages of pearls.

– The handmade plumage for this collection was inspired by Florence, who once rescued an owl that had fallen from its nest in Athens, recalls Jenny. She took care of it and named it Athena. My bird feather print t-shirt with shoulder pads is inspired by this story.

Jenny Grettve’s occupation will start with a show at Sunday August 25 at 5 pm. The installation and pop-up store will open Monday to Wednesday, 12 am to 6 pm. Both will be open to the public.