The Swedish label Minimarket founded by the three sisters Sofie, Pernilla and Jennifer, showed their collection during Copenhagen Fashion Week at The Royal Danish Music Academy. The collection was inspired by the last Egyptian pharaoh Cleopatra, and the world of Aladdin, especially in the wigs and the stunning jewellery pieces. The colour scheme had elements of 1970s prints which came together in an overall easy-to-wear holiday mood.
Dazed Digital: Where does your inspiration come from for this collection. Sofie, Pernilla and Jennifer: The inspiration is shown through a mix of myth, fairytales and truth from Egypt´s prehistoric age. Classic stories and characters such as "One thousand and one nights", "Aladdin" and "Cleopatra" have influenced this collection. Also the 70s wonder woman comic hero "Mighty Isis" is contributing to the collection. Isis - the matron of nature and magic, a friend of sinners and slaves. A muse to Minimarket S/S12!
DD: How have you grown since your last collection Sofie, Pernilla and Jennifer: We have been working with developing the price list, so that we have in each chapter, a "price-opener" so that also younger people will be able to afford to buy Minimarket. The shoe line has also been developed, and this season you can see a wider collection with a bigger range of variety and shapes.
DD: Does CFW give you a good platform for International sales. Sofie, Pernilla and Jennifer: It gives us a very good platform for International sales, both direct and also by indirect means. DD: Tell me about the location and set up of the show. (how do they tell the story of your collection) Sofie, Pernilla and Jennifer: The show is at the "Royal Danish Academy of Music", a very spacious area, that will be great together with the music, movie and property specially made for the Isis collection S/S12.