As soon as I found out I was attending Stockholm Fashion Week, I asked my lovely friend Tove at VargPR to arrange a meeting with Cilla and Emy, the beautiful minds behind Swedish Hasbeens. Having been a faithful follower of their label for the past couple of years, I was totally chuffed when I found out they were also avid followers of my blog – match made in heaven! But enough patting of the back and more shoes, please.
Showcasing shoes during a fashion show can be a hard task and before the presentation started, I was trying to guess how they would stage it. In my wildest dreams, I wouldn’t have guessed what happened: gymnasts, athletes and dancers took to the stage dressed in white lycra and wearing the SS12 collection, each of them doing their thing. One on the vault, one doing contortions, one showing off his strength by suspending himself to a wall. I was absolutely gobsmacked. So gobsmacked in fact I almost didn’t see the shoes!
I did have a better look at them in the Hasbeens showroom the next day, so all ends well though. I even got to see one of the pairs of disco clogs that inspired Cilla and Emy to start the label. We had a chat about their vision for the brand, about the H&M collaboration, about the various types of leather they tried before making their shoes… Pretty awesome time and amazing ladies!
It’s experiences like these that make my job worth doing everyday…