Scandinavia: the most obvious associations that come to mind are minimalism, impeccable design, edginess, clean shapes, modernist architecture à la Arne Jacobsen, innovative materials…

And it is exactly what we admired at Odeur during a delightful, clean and sophisticated show. The Swedish brand, founded in 2006 and designed by Petter Hollström and Gorjan Lauseger, relies on marketing communication that differ a bit from your usual brand.

The name itself, French for scent, reflects the fact that they use “a specific white, light and clean scent instead of a visual logotype to label the graphic and dramatic, yet playful garments.”

Not only do they play with perfume: the multi-sensorial experience challenged man’s favourite sense this time, vision, with a set made of a mirrored parallelepiped in the middle of the runway, fragmenting and deconstructing every look as the models went by.

Clothes-wise, a beautiful array of edgy basics, mostly in white, grey and black – the kind of clothes that an architect would adore, but that would not be neglected by urban aesthetes either. Sophistication in the details, with gauzy see-through fabrics layered in a game between opaque and transparent surfaces, both black and white.

Bold jewellery, simple unisex collars and high bracelets that matched the clean diagonal cuts of vests and lingerie. Because indeed, lingerie peeked through the apparently anonymous black tops and white shirts, giving an edge to what could easily be sterile if not frigid minimalism. The shoes were stunning as well, a strange hybrid between power boots and classy heels – black of course.

A rather unexpected touch of burgundy broke the inevitable monotony of the simple palette, providing a cool alternative to the harsh and vivid colours we usually see at Spring-Summer shows.

Our favourite pieces? The simple black t-shirt / dress and the deconstructed zipped jacket worn over a little black dress.

Photos Isa Jakob

http://odeur.se/about/