William Lundgren and Veronika Kant recently relocated from Gothenberg, Sweden to Stockholm. There they are moving beyond the wholesale model to work more closely with customers and build a community. The quiet confidence of this collection should attract an even bigger crowd.
It could be that the starting point had something to do with this offering’s groundedness. Lundgren comes from Västerbotten, way up in the north of the country, where the natural surroundings are glorious. There were some direct references to the region in the collection—a muted jacquard that recalled lichen-covered rocks, for example, and an intarsia sweater rendering the surroundings in an expressionist manner—but even more impactful was a feeling of freedom and space that animated fall’s lineup. This was reinforced by the way the lookbook was photographed. The images, which have an almost Quaker restraint, were taken in the studio of photographer Erna Klewall, who works frequently with model Erika Wall.
Bite’s proposition is minimal, with unexpected touches of romance. The most direct was an insert of lace in a satin skirt. The petal-like ruffles of seasons past were put aside this time for pleats, which looked like tucks and transformed the sleeves of a tailored gray coat and a striped shirt. Also adding a sense of movement were kick pleats on skirts and outerwear. Rectangular pattern making was used to create sensuous draping; scarf tops also created a feeling of softness. To a palette dominated by black and gray, the team added a touch of rust and an eye-opening, almost neon red.
Kant reported that there was only one look in the collection not made of natural fibers. Bite was founded with a mission to treat the environment better. Does the fact that sustainability is no longer a trending topic affect the brand, I wondered? “No, I think we’re just prouder and prouder about [our mission],” responded Kant. “Even if we don’t speak so much about sustainability, it’s there in everything we do.” The plan is to keep to the same path going forward. This collection was called Landskap (landscape)—here’s hoping Bite Studios and others can change the topography of the industry for the better.
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