Young Swedish label L’Homme Rouge emerged organically out of its founders’ shared interests at the intersection of design, society, and art, proposing to reinvigorate the fashion world with a sense of liveliness. Founded in 2010, its collective’s original organizers include brothers John-Ruben and Carl-Johan Holtback, Jonatan Härngren and Axel Trägårdh, an unorthodox assemblage of culture workers who thrive on destabilizing high fashion cliches. Gaining notice for its esoteric, convention-bending holistic vision, L’Homme Rouge is committed to telling deep stories through artful direction. Layering and altered proportions emerge as prominent tropes, leaving Swedish cliches of minimalism behind in favor of expressive lyricism.
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