This is the capsule collection I've designed for swedish online fashion store MADLADY (Fashion Store of the Year — Finest Awards 2015). The mood to focus was a free spirited chick who thrives in her own skin and makes her own fun, not scared to do (and wear) what she likes.

A MADLADY.

There have been a lot of rejected proposals, had a lot of fun doing them, and experimented a bit more using also photographic subjects and a larger color palette.


FASHION IS HARD, TREND UP OR GO NORMCORE.