Linus Leonardsson is a fashion design label that creates sustainable and glamorous fashion for all genders. Originally from Stockholm and trained at the Royal Academy of Fine Arts Antwerp, the studio is now based in London. Having launched during Mer- cedes-Benz Fashion Week Russia in October 2019, the collections are centered around the demolition of gender expectations within fashion. They are a push towards a fully sustainable industry – all with a hint of glamour. The core purpose of the collections is to create a feast and fantasy for a new generation of aesthetic revlutionaries.
RAVE NEW WORLD a/w 2020/2021
DIRECTED BY: RUARI LANE
Conventional exclusivity and luxury targeting a homogenous upper class is passé. Instead, a glamorous merge between underground rave culture and conservative gar- den parties, luxury resorts and private clubs fill these secluded spaces with the life and social awareness they so desperately need. This collection pushes gender-noncon- forming individuals and youth into these sceneries, where they claim their space un- apologetically.
RAVE NEW WORLD redefines what luxury means in the modern age, where an end- less abuse of mother nature’s resources are made more and more unforgivable. As a response to a traditional view of glamour, this collection is made entirely out of dead- stock, recycled or low emission materials. For example, printed headscarves crafted out of recycled plastic bottles replace the traditional silk twill, and leftover buttons are mismatched resulting in a luxurious spectrum of materials. A top made out of exclusive lace leftovers crocheted together proves another redefinition of luxury, where a seemingly unplanned result is achieved by days of handicraft.
THE GUESTLIST COLLABORATION
The collection also features a knitwear collaboration with The Guestlist – a newly found platform for sustainable yet luxurious knitwear. This capsule collection has come to life with support from the Woolmark Company, Südwolle Group, Peterseim Strickwaren and Karim Guest. It features three styles in two colourways, which are also taking in- spiration from merging tradition and experience with a fresh perspective on fashion and society. The pieces are already available to pre-order at theguestlist.com in order to stay way from overproduction, and the pieces will be shipped directly from the factory in Thuringia in Germany to the customer to reduce transportation.
As a step away from a traditional runway show, the A/W 2020-21 presentation was held in two steps. Firstly, an open presentation showing the collection professionally on models. But instead of a static presentation, the models were interactive, and busy with a live photo- and video-shoot. The guest of the presentation hence invaded their professional space, in contrary to a traditional fashion show where the guest is treat- ed exclusively. The second step was a private soirèe and re-see at renowned London restaurant sketch, where the clothes were presented to an exclusive audience, but in an untraditional manner on the staff of the reception, restaurant and bar of sketch.
LINUS LEONARDSSON is a sustainable fashion brand creating glamorous clothing and accessories for all genders.