Unisex” by Odeur

Nocturnal Dreams
A journey within a journey. The Odeur Autumn/Winter 2011 collection takes place in the awakening from the state of nightmare. The collection - named Nocturnal Dreams - is based on the combined feeling of fear and relief. A peculiar mix of darkness and hope.

The dark colour palette of the collection, including variations of black, dirt and charcoal are set in contrast to a bright white and a sober dusty colour. The details are, as usual for Odeur, in focus. Zippers, prints and buttons made of gun metallic colours complete the silhouette.

The unisex collection is somewhat more solemn than earlier Odeur collections. A playful relationship to the silhouette, a focus on details and unexpected cuttings characterizes the garments. As always.

A brief history
Odeur was founded in Stockholm in 2006 as a brand experiment, using a specific white, light and clean scent instead of a visual logotype to label the graphic and dramatic, yet playful garments. The first collection included a few t-shirt styles that where distributed amongst a few initial clients in Sweden and Japan.

Today Odeur is designed by Petter Hollström and Gorjan Lauseger and has spread to 17 countries, selling jeans, outerwear, accessories and fashion clothing. The collection is represented at, amongst others, Harvey Nichols in Hong Kong, Temporary Showroom in Berlin, Oki-Ni in London and OAK NYC in New York.

Check out the whole collection here.

Photos & text Copyright Odeur, Courtesy Temporary Showroom.

Odeur Spring/Summer 2011 “Where the Shimmer Lies”

We are the new rich.

The Odeur spring/summer 2011 collection is inspired by Nouveau Riche attributes. Being named “Where the Shimmer Lies,” the collection seeks to investigate the indulgent use of fashion often expressed by the ones struggling to show the world their newly achieved wealth.

Using a mix of bright summer colors in contrast to a more dark scale, this collection is made rich and easy by its mix of materials as well as by details of metallic copper – the new gold.

A playful relationship to the silhouette, a focus on details and unexpected cuttings characterizes the unisex collection as always.

About Odeur
Odeur was founded in Stockholm in 2006 as a brand experiment, using a specific white, light and clean scent instead of a visual logotype to label the graphic and dramatic, yet playful garments.

The first collection included a few t-shirt styles that where distributed amongst a few initial clients in Sweden and Japan.

Today Odeur is designed by Petter Hollström and Gorjan Lauseger and has spread to 16 countries, selling jeans, outerwear, accessories and high fashion clothing.

See the collection here.

Photos Copyright Odeur.
Photography by Fredrik Wannerstedt
Styling by Gorjan Lauseger
Hair & Makeup by Sandra Öjeland
Models: Frans H & Malin M at Mikas

“Tales of Undefined Gravity” by Odeur: A Closer Look at Temporary Showroom

One of the collections that Temporary Showroom exhibited this year was Odeur’s 2010 autumn/winter collection.

Based on the idea of an undefined gender and uncertain times, Odeur presented its seventh collection named “Tales of Undefined Gravity,” a story that continues to challenge conventional notions of how basic garments are constructed.

Using a dark scale of colors, this collection is made rich and easy by its mix of materials, as well as by subtle details of metallic silver. A playful relationship to the silhouette, a focus on details, and unexpected cuttings characterize the unisex collection.

Focusing on the possibility of adjusting shapes and details in the garments of autumn/winter 2010, Odeur has created a wide range collection that presents styles like loose knitted garments, tailored blazers, handcrafted boots, and more.

A brief history
Odeur was founded in Stockholm in 2006 as a brand experiment, using a specific white, light, and clean scent instead of a visual logotype to label the graphic and dramatic yet playful garments.

The first collection included a few t-shirt styles that were distributed amongst a few initial clients in Sweden and Japan.

Today Odeur is designed by Petter Hollström and Gorjan Lauseger and has spread to over 12 countries, selling jeans, outerwear, accessories, and high fashion clothing.

Text & photo 2010 a/w collection, Courtesy Temporary Showroom, Copyright Odeur.

Slideshow 2010 a/w collection, Copyright Odeur.

Odeur: "Tales of Undefined Gravity" in Autumn/Winter 2010

For the seventh season of Odeur, Swedish designers Petter Hollstöm and Gorjan Lauseger tell us tales that defy the gravity of traditional garment construction.

When gender is undefined and times are uncertain, the only narration by Odeur for autumn/winter 2010 will be Tales of Undefined Gravity.

Unisex in look and unpredictable in cuts, the collection gravitates toward meticulous details and mutable shapes that give a light air to the tailored blazers, loose knitted garments, and handcrafted boots.

The palette spans darker colors, while the rich fabrics are weighted only by subtle accents of metallic silver.



Photo & slideshow Copyright Odeur.

Odeur "Surfaces" with a New Scent

Fashion labels have typically branded their image through some sort of visualization techniques; hence the emphasis on visual merchandising. Moreover, many brands accompany their presentation with audible effects, such as with music or just a jingle. After all, the goal of every marketing campaign is to be seen and heard!

But the Swedish label Odeur is taking the practices to another dimension, spawning new concepts like multi-sensory brands, poly-sensory merchandising, and total brand experience. Loyal to the meaning of its name, Odeur not only wants to be seen and heard but also smelled!

Sure, we have all scratched and sniffed perfume ads in our favorite magazines, and most of us have shopped in stores that pump aromas into the air, particularly during the holiday season. But Odeur's concept is different.

A clean, androgynous, citrus-like fragrance has been lightly infused into the fabric of every garment, lasting up to a dozen washes! Some postulate that a memory-enhancing fragrance can create an emotional experience, which may better facilitate customer loyalty.

Odeur was founded in 2006 by Petter Hollström, who designs the collection along with Anna Lidström and Gorjan Lauseger. Based in Copenhagen, the team has labelled the 2009 a/w collection "Surfaces."

So, click on the slideshow below and get a scent of Odeur's new collection!

Photo top center 2009 s/s collection Copyright Odeur.
Slideshow 2009 a/w collection "Surfaces"Copyright Odeur.