Whyred’s designing team is previously, and usually, known for their anonymous, contrasted and tailored look where the expected meets the unexpected in a nonchalant elegance. With their newest collection, turning in new directions, they decided to bring it up a notch this season using bold prints and, especially, the colour red. The garments were created out of smaller pieces, making them look like artistic collages, in a way only a true minimalistic and tailored brand could make it work. Minimalistic anarchy through minimalistic collages and statement tailoring.

When the first red creation stepped out on the catwalk at their S/S 2015 show, one could practically see how the audience’s chins dropped. And so it continued; red patent flatforms as well as tailored suits and shiny materials. The clutches were hairy and and the print played accordingly with the brand name, making the last three letters the focal point of the show’s accessories.

The pressure and all of the eyes was on designer and Whyred founder Roland Hjort and his team. Recently he was given the prestigious award of Designer of the Year in Sweden; Guldknappen, just weeks before the runway show, and also celebrating 15 years in fashion this year.