This time we look back upon a time when our parents were young and a new generation was turning the older generations' concepts and ideas on its head. We celebrate and focus on a period when groundbreaking new ideas were perceived with a deadpan seriousness and where the irony of today was unheard of.

This was an idealistic time where naÏvetè was considered de rigueur, a compassionate climate that stands in stark contrast to the present, with soft values that modern day cynics frown upon as utopian thinking.

We have been inspired by the concept of living alternative lives, celebrating the collective and valuing idealism - a nostalgic and romantic setting for SS12.

Stylist: Naomi Itkes | Make up: Anya de Tobon
Hair: Erika Svedjevik | Set design: Tonie Zetterström | Music: Erik Haal
Casting: Marcus Pettersson | Show Coordinator: Lotta Andersson