Scandinavia’s finest – Varg high summer/ pre fall 2013

Held in their Bloomsbury office, Varg PR opened their doors to The Upcoming to showcase the latest pieces from a selection of their clients. Founded in 2008, Varg “offers a mix of traditional PR with bespoke brand building solutions for fashion and lifestyle brands… Identifying a gap in the market for successful representation of Scandinavian labels, Varg has focused on growing the best brands out of Sweden and Denmark”.

2^nd Day, Swedish Hasbeens, Day Birger et Mikkelsen, Dagmar and Won Hundred all presented their high summer and/or pre-fall womens and menswear which created a beautiful and cohesive set of collections, giving us a great idea of the trends and colour palettes we will be seeing throughout this year.

A number of the pieces across the different pre-fall collections featured cool, muted tones of greys, soft blues and mauves paired with darker black and charcoal shades as well as a wealth of sheer, flowing fabrics to contrast against sturdier denim layers.

In contrast, the high summer collections were clearly about statement colour pieces, vibrant patters and luxurious jewel tones. Shades of magenta and deep violet seemed to feature in a number of the garments, giving them a strong yet feminine feel which, paired with the beautiful new Swedish Hasbeens in metallic leather, would create the ultimate summer time look.

Holly Curley

To learn more about Varg PR and their clients, visit their website.