The S/S 15 collection takes as its starting point in all the contradictory, and quite frankly ridiculous, ”advice” women are confronted with daily, on beauty routines and behaviour.

Arrows mark the models, pointing their way to the perfect firm and young body. The garments are roughly cut, with raw edges, as if sketched directly upon the wearer.  

The concept Intimately Social (Minna Palmqvist 2007-2015), has its starting point in the clashes between the intimate, physical body and the socially accepted, praised body ideal. Clahes between the reality, what we wish for and expectations from others.

The presentation digs in to the cracked surfaces of our appearance.

This is reflected in the hair and makeup, which is inspired by paparazzi pictures of Britney with unintentionally visible edges of her extensions. With that styling Minna Palmqvist wants to give love to all women living their life in the limelight being seen as some sort of public possession.

Presented at Mercedes Benz Fashion Week Stockholm, August 2014.