Philosophy
Odd Molly is a Sweden brand of womenswear.
The creative duo Jimfelt-Ghatan and Per Holknekt originally wanted to establish an advertising agency; however, in 2002, they create a fashion house.
The watchword of the brand is mix: textiles, colors, prints, lengths, layers and structures, proposing a folk-cosmopolitan style.
The unusual combinations of colours, patchwork, hand-made embroideries and jacquard, are the basis of the shabby-chic and bohemian taste.
The colours remind of ethnic influences; red, purple, blue, while the patterns, floral, checkered or striped, are typical of the globetrotter, who likes to carry around the style of the countries he visits.
Cotton sweaters, comfortable trousers, oversized cardigans and fur vest; Odd Molly focuses on details, hand embroidery and knitwear.
The creatives' goal is to make anyone feel like a woman; they apparently got it, according to the thirteen hundred stores in more than forty countries.
© Images copyright: Odd Molly and rightful owners.
