THIS SITE SHOWING:

MQ BRAND BUILDING & OVERARCHING CREATIVE WORK AS HEAD OF DESIGN

MQ BRAND MANAGER

During my second round at MQ I held a position that allowed me to work creative with my designteam and all the brands, collaborations and marketing directions, PR collections and presentations to the organisations on collections and seasonal trends, production and sourcing.

mq years

ROLE:

HEAD OF DESIGN MQ

2017-2020

AS HEAD OF DESIGN 2017-2019

AS BRAND MANAGER 2006-2012

Fästpunkt 1

head of design, mq

-Head Of Design / Design Manager for MQ Retail a retail operation based in Sweden with 120 stores, represented on the Swedish Stockmarket since 2008. Responsible for the overall expression mens and womenswear, working and managing the design team. working across categories from formalwear - denim - casual preppy and trend. The brands Stock hlm, Bläck, Dobber, Bondelid and the latest release Visual Clothing Project all of them internal brands whom we developed and created with seasonal stories colors and moods to suit the MQ customer together with external brands where we at special occasions did collaborations and limited pieces. During this period I built and launched Visual Clothing Project together with the team, we made Dobber into a sustainable brand with a strong commercial touch and message. The job also consisted of presentations to the whole company each season , showing the range, showing key pieces from a design perspective as from a business perspective. Presentations of the seasonal ranges and brands + campaign work and handovers was part of the role and done on regular basis.

During the MQ years we created a new brand Visual Clothing Project (VCP) for guys and girls.

We relaunched the classic brand Bondelid, altered the visual ID and logo.We started a project to make our denim brand DOBBER into a sustainable brand. During late aw19 we did our first collaboration piece or actually set with our formalwear brand BLÄCK, the collaboration and the idea was to make a smoking, with a premium feel, in terms of fit, fabrication and make and every detail. We partnered up with a famous crew within tailored menswear fashion: "Stiljournalen".

sustainability

collaborations

creating a brand

brands & dna

:collaboration

An example of a collaboration - this collaboration featuring fine tailoring and the smoking. Creative director of the product and the concept together with Pr manager, design & buying team + our collaborations partners we created a story - a long-lasting sustainable product within tailoring - a private event including presentation of the project and everyone invited using the smoking.

Fästpunkt 3

A

SMOKING

COLLABORATION

MQ & STILJOURNALEN

"We created a bespoke tailoring experience with "Stiljournalen", available for the average man"

A tailor-made experience from e-com briefcase to the instruction video "how to do tie the knot" everything you need to pull off a smoking, either a on a dinner with your buddies or at the nobel dinner.

The launch dinner had 50 special invited guest, all wearing the "smoking collaboration" - these were sent out 10 days prior to the party, and there were no major alterations made to the dinner suit.

The collaboration smoking kit, consist of the above and of course a travel wardrobe to store it in. premium fabrics were used, wool - silk and Egyptian cotton.

BACK TO PORTFOLIO

:brand design

Brands and DNA manuals - a visual and concept bible for everyone at the workplace to follow and use a s a guideline in terms of direction - values and visual outcome. A direction of each brand and how to express these in different medias in terms of look and value. Brand words showing what to show and pinpoint.

In the role I built the brand bibles for the internal brands for the different lifestyle brands BLÄCK , DOBBER, BONDELID, VISUAL CLOTHING PROJECT and STOCKH LM together with the designteam scroll down for a shortcut of the brand manuals.

the brand

Timelessness is significant with the brand STOCKH LM, quality and style are key words that goes back in everything from material to fit. The ambition is to dress the conscious urban woman regardless of body shape and type, the style is feminine and formal to semi dressed with fashion and sustainability in focus. STOCKH LM creates collections that fits regardless of occasion, evening, weekend trip and of course to work. There is a sense of sign of in choosing a wardrobe from STOCKH LM, both from a fashion point of view, but also from a sustainable perspective.

tailored perfection

Our range of suits is a constant work, news and additions are created each season. Every garment and pattern is made by us and tested and evaluated closely. We offer a wide range of tailored items, mix n match programs always with sustainability in mind. A vision to create "power dressing" that embraces the female shapes and doesn't exclude anyone.

quality

Quality is consistent at every stage, from the smallest choice to the overall. Quality refers to the wearability, durability and expression of the garment. The wearability lies in its entirety and takes into account the fit that is ensured by our own pattern making, extra careful choice of materials for each individual specific garment, we look at the durability and have an ambition for a long life for our garments. We also see it as a quality to be able to offer a wide range that works for many women regardless of body shape.

the brand

was founded in 2005 and launched in 2006, now one of the most well known tailored brands in Sweden. Formalwear is the esscence and the cornerstone of the brand. Sustainability and long life thinking now permeates the brand. Quality is core for the brand, together with fabrics and fit is what drives each seasonal range, inspiration is taken from various themes from season to season, sustainability is essential from a design and quality perspective. Color coordination and lifestyle driven items builds the range. The foundation is the tailored part where a solid sustainable fashion base gives credibility and a solid longlife wardrobe for the customer.

quality

Quality

runs through everything as a whole, especially when it comes to sustainability, fits, and fabrics.. Carefulness and a well-thought-out clothing underpin the quality and perceived feel of the brand. Quality in formalwear mainly refers to the content of natural materials, where polyamides usually serve a purpose when it comes to drapyness and the hand feel you are looking for. Added value and credibility, especially in the heavier garments, such as suits and outerwear, can be seen in fabric selection and sewing, where we then use a premium selection when it comes to fabrics. Features and added value are also part of the quality of the brand, where easy ironing shirts and water-proof outer garments create quality and added value to the garment and brand.

the mood:

Bläck is a modern clean cut brand, with quality in focus. Long life in both product range and quality selection, as well as design is significant with the brand. The collections are based to be seasonal with a drop every month, within the range we look at the "classic" wardrobe and the need for news each new season. The feeling we create is based on the entire range, the shift in trends and colors builds the world we aspire to create. Depending on the season and what is in fashion, we adapt and create seasonal colors and patterns as well as fits.