Erik Annerborn, M10

Spells

Form of expression for the style and custom prevalent at the given time. Spells are patterns of motion used to express belonging and identity.
A sustainable fashion concept where movements replace clothes as a sign of the times.

Direction & Art Direction
Kian Zubicky
Phillippe Tempelman

Fashion design
Erik Annerborn

Concept Development
Ingrid Cogne

Design 
Hedda Viå

A collaboration with Josefin Arnell. Suggestions for future accessories by major fashion players.

First row from left:
Versace, Walter Van Beirendonck, Matthew Barney, Bless.
Second row from left:
Gareth Pugh, Commes Dec Garcons, Marc Jacobs, ACNE...

Lifestyle or Life?

Denim ads are almost always absent of clothes for, as Renzo Rosso put it, "Diesel is not a pair of jeans, it's a way of life." So merging the consumer with the brand identity is what denim is all about or?
This project tries to dissolve the gaps between lifestyle and life, advertising and reality. A pair of jeans each was given to Hedda and Gustav, a couple to be married. They wore them for days, it was documented by enigmatic photographer Johannes Helje and finally put out for auction on eBay.
Have we gone beyond commercial reality and created real artifacts charged with true feelings? What is the difference between those Acne jeans and "those" Acne jeans? And is anybody interested in buying the 'real' real (real) thing?

Unwashed indigo denim, eco-cotton. Good stories last longer than high waists.

Watch the auction here (Safari webarchive)

Concept and Design: Erik Annerborn and Ilona Rius
Photography: Johannes Helje
Models: Hedda Viå and Gustav Olars

An experiment with pigmented Formaform
and ideas about the bodies of nature and of society.

Shirt and shoes: Erik Annerborn
Trousers: Vintage Adidas
Arms, legs and beautiful hair: Heidi
Photography: Erik Annerborn, and I don't
know if it was me or professional Mathias
Johansson who took the one on the left
but he was such a great teacher
he deserves all the cred anyway.

En undersökning av plaggets minne,
och medkänslans styrka i förhållande
till den fysiska världen.

Läs mer om projektet här (PDF)

Se filmen här (Quicktime)

FOTO: Marika Troili

A Fashion illustration inspired by Givenchy's couture show for autumn 07.

Oil pastels,CD-markers, plastic film and chalkboard crayon.

Textile experiment.

Feltmade wool and mixed materials.

Model: Maja

Customised Kim Jones. RAARRGHH.

Graphic pattern. An entry to a competition held by Hewlett-Packard.

Dedicated to Keith Haring.