EDDA GIMNES SS24

CO concept and production Edda Gimnes campaign SS24-  Collective Oslo

In her SS24 collection, Edda Gimnes alternates between the glamorous silhouettes of the 1950s as well as the baroque and layered draperies that give the outfits contrasting shapes. A so-called "layering" technique creates a 3D effect in the prints, and with strong colors and intricate details we are invited into the unique and rich EDDA universe.

Through sketchbooks and the designer's photographs, we get an insight into the process, and what inspires Eddas creations. Older photographs, old teacups, the wallpaper with ornate patterns from her grandmother's country house, but also the artist's great-aunt Jossi aged 103 and the now-deceased grandmother Gudrun are among the sources of inspiration. Voluminous dresses, rough contours, large wide-brimmed hats, matching bags and caricatured shoes. An explosive and maximized expression, where everything is done in a strikingly characteristic style that is perhaps most reminiscent of sketches or children's drawings.

Edda Gimnes has developed a distinctive signature, and already in 2016 she excited an international fashion world with her first clothing collection that fostered creativity and exploration. While still in school Edda was mentioned in the New York Times as one of the new aspiring designers to look out for, and in 2018 she was the first Norwegian clothing designer to be nominated for the prestigious LVMH prize, which entailed a presentation to the fashion elite in connection with Paris Fashion Week. The following year, she was invited to exhibit at the Camp: Notes on Fashion exhibition at The Metropolitan Museum in New York.

Production

Co concept and production: @Collectiveosloproductions
photo & film: Ignat Wiig
Styling: Edda Gimnes
Hair: Malin Wallin/Pudder Agency
Makeup: Sissel Fylling/Style Management
Models: Ayan Mou, Nae Nishimura Skaar