The collection takes its inspiration from the chameleon which is known for its ability to change its colours and patterns. Checks, stripes and diagonal patterns creates a reptile-like change of patterns and the colour scale goes from Blood Red and Dirty Blue to heathery grey and mustard yellow.
A highly developedability to adjust to its surroundings allows the chameleon to blend in or signal its existence to its surroundings. The desire to disappear sometimes and be seen at others is the paradox. This collection manifests this human ambition.
Lagom began as a joint collaboration between designer Nette Sanström and designer and musician Daniel Adams-Ray 2005. The aim was to create stage clothes for Daniel’s band. The process of combining fashion and music resulted in the beginning of a new Swedish fashion brand Lagom. Today the brand is headed up by the creative team Daniel Adams-Ray, Jakob Hedberg and Nette Sandström.
Lagom’s design philosophy is based on the interplay between masculine and feminine; men’s clothing inspired by feminine silhouettes and vice versa. The balance between these opposites makes up the core in Lagom’s creative process and visual language.
The collections are built up of colourful clothes with a geometric cut and changeable silhouettes. A social pathos is manifested in Lagom’s designs, functionalism is prized and space is also given to the naïve. Balance is always present and ever changing in the creative mission to produce alternative fashion which corresponds to Lagom’s vision.