"A luxury sporty styling is key. Selecting premium fabrics with acute attention to detail means it is hard to judge if it’s for training or for work. Fashion and function continues to blend together and the lines between work and workout are slowly being blurred."
What’s the inspiration behind the capsule? Who is ATHENA to you?
With a new year coming up it is definitely time to celebrate. Athena doesn’t change her lifestyle that much, she’s adding some essential recovery and much needed down time to her busy life. Training is really just a balanced foundation of who she is all year around. Buying some amazing new training gear instead of just a party dress means she is acting a bit more consciously and rewarding herself in her own way. That said, it doesn’t mean she doesn’t sparkle, because she always does.
How do you stay ahead of the latest design trends? Describe your creative process?
We always try our best to stay up to date in more than one area. We are training a lot at different gyms and we try new classes and types of training both in Stockholm and around the world. We are inspired by the runway shows from the big fashion houses and designers. And explore the world of our consumer via insight safaris at interesting cities to see what they have to offer in terms of fashion and training experiences.
We take in the trends and during the process interpret them to what we can imagine for our consumer in the next coming season. As a progressive brand we try to stay one step ahead. Seek the unique and special. And be truly original. That’s what our loyal audience expects from Casall. And what the new wave of Athenas come to us for.
What’s new for 2019? What to look out for?
Looking at the colors there we see a combination of the soft and strong. We have a big focus on natural tones with a grounded feeling. Strong red and pinks are great accents to bring energy to the softer colors. The metallics are also there, both in full outfits but also in details.
A luxury sporty styling is key. Selecting premium fabrics with acute attention to detail means it is hard to judge if it’s for training or for work. Fashion and function continues to blend together and the lines between work and workout are slowly being blurred. Being always ‘ready to perform’ is a key driver for our consumer so we have explored new ways to mix and match Casall into the everyday - no matter the occasion.
Silhouette wise, there is a bit of everything right now, both the roomy and tight looks, and variety in combinations is key. Patterns can preferably be mixed with each other, and the classic sheer look is always strong.