Minna Palmqvist is portraying a woman on the edge of a nervous breakdown, totally twisted and frustrated by the pressure put upon femininity both socially and beauty-wise; this film is also a comment on the furious tempo in the fashion business, with a never ending flood of new garments filling our wardrobes and burdening our conscience. How much more can we take?

This stop motion video by was screened at Mercedes Benz Fashion Week in Stockholm, January 2013, instead of a regular catwalk show.

Stay new, stay fresh, work hard, keep up appearances, smile, be nice, be strong, produce more, be on top, be yourself.

The film sequence captures a model draped in the colors, materials and features of a collection planned, but never produced. The fabrics are cut and draped directly on the body, with the model completely oppressed by the development taking place out of her control. 

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