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Monki Comes To London

This September, the quirky Swedish brand launches a concession in Selfridges

Landing in Selfridges this September, the new Swedish born label Monki arrives as the little sister of Cheap Monday and Weekday with a fresh new take on combining quirky fashion with modern staples. Hitting London with its cute concept boutique housed within the walls of the luxe department store, their key pieces like loose knits, mini kilts and silk shirts are surrounded by Monki's little mascots dancing around the playful collection. With the help of sponsors Bacardi, Juiceology, Briska cider, Firezza and Peroni, Monki last week put on a party with Totally Enourmous Extinct Dinosaur at London's Village Underground. Dazed went down to speak to Head Designer Tallah Topac about their new pieces and their upcoming blogger TV series...

Dazed Digital: How would you describe Monki in a few words, both as a brand and as for their ideal girl?
Tallah Topac:
Monki is many things. Monki is a story-based fashion concept for women, and a wild world of imagination. Monki fashion is about... existing in the world of fashion but always remaining true to a personal Monki style! At the core of a Monki collection is a wild flirt between street style and Scandinavian fashion sense and imagination. Our inspiration is the Monki World, a magical place where everything is possible. It inspires us to always think out of the ordinary when we dream up our collections.

What we really want to do is to inspire girls of all ages to express and be more of themselves! And fashion is a great way to do that. There really is no fixed, ideal Monki customer: our Monki girls are creative, independent people who are eager to express themselves. Monki is about personality not nationality and style, not age.

DD: Do you think Monki will have an impact on how Londoners shop?
Tallah Topac: I do! Monki offers imaginative fashion in a completely accessible price group. Besides, a Monki store is always an experience out of the ordinary. It feels just like stepping inside the Monki World. Who doesn’t want to add a little quirkiness to their ordinary life?

DD: What is Monki TV and what can we expect from it?
Tallah Topac: Once a month, a new cool and inspirational “Monki girl” presents her own creative universe in a series of episodes for Monki Television. In the past, Monki Television has been hosted by people such as Susie Bubble, German blog-queen Les Mads, NY fashion writer Indigo Clarke, and French/British blogger Mademoiselle Robot. For this month’s TV, we decided to ask Susie Bubble to return and help us celebrate our opening at Selfridges London by showing us her creative life in the city. Monki Television will continue to inspire by finding super girls to do just that.

DD: What are your favourite items from the Monki A/W11 collection?
Tallah Topac: My favourites are Bolla, a sweater with balls of yarn as the only decoration, and short fake fur jacket Andora in different shades of brown that is really great. We have a lot of really nice necklaces in free-flowing seventies inspired shapes. I’m also really looking forward to Olana, a frilly blouse with a military edge to it. And Mona platform boots! A chunky shoe with a bit of a heel for autumn/winter. Our “hypnotic tits”-tee, Jasmin, with her psychedelic circle prints is a real show-stopper. Great with that wardrobe essential: a great fitting pair of black high waist jeans. Like our Stevie.