If everything is hunkydory, it means everything is going fine . It’s going well, but not spectacularly, nor terribly either. Hunkydory’s AW14 collection exemplified the brand’s name – it was a pleasant, collection of wearable pieces for a young clientele, but it hardly blew you away (nor perhaps intended to).Loosely themed around Ziggy Stardust (Bowie kept cropping up in various guises at Stockholm Fashion Week), the show was set in the new Stockholm Fashion Week venue out near the Vasa Museum. Hunkydory set out to produce something “daring and impulsive” with a “soft and feminine style yet masculine appearance”, which might have been convincing if their show hadn’t followed Ann-Sofie’s BACK and WHYRED’s, which truly centred around tailoring and androgyny.On saying that, I think the brand produced an easy to wear collection of pretty pieces, with stand out silk pieces and cashmeres which were offset with suede. The colour palette was soft and feminine with greys, whites, blues and blacks featuring throughout. I come with no existing prejudices to this brand (Swedes tell me Hunkydory is known for being a bit trashy) so felt that it was a pleasant collection with appealing separates. Hunkydory has recently started advertising in British Elle magazine, so I look forward to seeing what the reception is like to the brand in the UK.
Stockholm is a commercial, retail focused fashion week and Hunkydory fits nicely into that mix.
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