SS 2010

Soft Gallery

SOFT GALLERY
Press Release Spring-Summer 2010

Spring/Summer-10 ”Utopia”
“Love is a canvas furnished by nature and embroidered by imagination”, Voltaire

The desire to create a unique children’s fashion label paired with a shared interest in art and creative collaboration was what initiated designer Tine Holt Møller and fashion photographer and stylist Barbara Hvidt The desire to create a unique children’s fashion label paired with a shared interest in art and creative collaboration was what initiated designer Tine Holt Møller and fashion photographer and stylist Barbara Hvidt to create the Danish children’s fashion label Soft Gallery. For every new collection, Soft Gallery commission different artists to create their own piece or collaborate on certain themes, which is the translated into a clothing collection.

“We aim at creating something new each season, but we are also true to the distinct Soft Gallery signature making sure that each item in our collection qualify as a uniquely crafted art-piece, more than traditional children’s fashion”
says Tine Holt Møller and Barbara Hvidt. They explain that the power of the myth, the fairytale and inventive fantasy worlds plays a central part in their Soft Gallery S/S-10 collection: “This season our collection is inspired by dreamlike worlds and contrasts in nature. The collection embodies both the feeling of idyllic woodlands and the quiet serenity that nature provides as well as more dangerous and mysterious sites of enchanted wildlife and tangled forests”.

Poetic watercolour hand painting, soft and comfortable silhouettes and harmonious colourings are key in the collection. Experimenting print and enchanted embroideries are combined with graphic artwork and together they create an
inventive fantasy world. Beauty meets danger in motifs of flowers eating feathers, two headed cobras, exotic tigers, alligators and frogs. Cocoons explode and transform into a collage of beautiful fairytale butterflies adorned with peacock feathers. The contemporary embroidery and graphic artwork add a splash of urban vibe as well as layered fabric and encrusted threads give a nod to modern collage technique. The S/S-10 colour scheme is characterized by muted light pink and rose with a splash of bright summery yellow for the girls. Classic grey melange, pure white and kit are center in the boys collection.

Soft Gallery ’s children’s range comes in three categories: Baby 0-2 years, children 2-14 years and the recently added Soft Gallery ’s adult line which consists of ten different styles.

As something completely new a home collection has been added entailing unique pillows with full on embroideries.

This season the decoration of T-shirts, sweats, dresses and bodies have been fashioned by three gifted young artists: Stine Goya, Kristine Mandsberg and Rafaela de Campos. Goya and Mandsberg seen for the first time within the Soft Gallery universe.

Soft Gallery proudly present:

Stine Goya has a background as critically acclaimed fashion editor, model and stylist. She is now fulltime devoted to designing her own fashion brand Stine Goya. Her work combines beauty and drama in edgy collections that do not adhere to current trends, but seek authenticity and renewal, grounded in a continual identity with a distinct visual expression. Sophisticated constructions are dominated by structural silhouettes, which refer to the classical, touch upon the avant-garde but always seek to enhance the feminine. Strong colors are juxtaposed to more subtle nuances in a manner, which inclines toward the artistic. For the Soft Gallery S/S-10 collection Goya has created a unique print which embodies the essence of her beautiful, dramatic and color full sensibility.

Rafaela De Campos was born in Rio de Janeiro, Brazil. She now lives and works in Copenhagen, Denmark as a designer. Her work, which is often characterized by bright colors, animal motives and subtle narratives, has expanded into many different areas: Costume, fashion, illustration and sculpture to name a few. Recently she has been awarded with a price from Danish Crafts & the Ministry of Culture. The price will take her to New York where she will design special handmade showpieces for an exclusive brand and will be part of the official New York Fashion Week schedule. Her work has also recently been showcased at The Kolding Biennial of Crafts and Design. Rafaela’s artwork for Soft Gallery S/S-10 is characterized by her very personal hand drawings and exclusive embroideries.

Kristine Mandsberg has an eye for attention-grabbing print, illustrative designs and distinctive craftsmanship. The 26 year-old print designer has a background in printed textile design, from the prestigious Design School Royal College of Art, and since graduation she has shown a versatile set of skills within art and design. Mandsberg has worked as designer on the opera “The First Commandment” by Mozart, in collaboration with The Classical Opera Company as well as being the initiator of award winning art film projects. She has furthermore worked for the internationally renowned fashion designer Hussein Chalayan. In all her projects the narrative element plays an important role. For Soft Gallery’s S/S-10 collection she has created 4 hand drawn placement prints and 1 all-over print. The hand drawn and naïve expression is characteristic of the way Mandsberg works and brings a unique look to all her illustrative and quirky designs. All inspired by fairytale worlds and enchanted creatures.

Experience the Soft Gallery S/S-10 collection, August 6th to August 9th, 2009 at CIFF KIDS H-027, Copenhagen International Fashion Fair, Bella Center.
For further information please call +45 208544 55 or visit www.softgallery.dk

SOFT GALLERY
Profile

Soft Gallery creates poetic clothing and novelties with a deeper meaning. Soft Gallery seeks to stimulate and uncover creativity through clothing and to inspire our artistic sides. 

Each collection is a living gallery –a gallery on fabric. We combine art and clothing in collaboration with artists from around the world.

Every season Soft Gallery will commission a refined selection of visual artists, who’s individual and distinctive talents will be featured in the collections as prints and hand embroideries. 

The idea behind Soft Gallery emerged from a deep-felt interest in art and creative talents and the idea of sharing artistic thoughts and works with clothing as the canvas.

Soft Gallery has become a simply unique and innovative clothing label that has increased its collections continuously since established in 2007, in Copenhagen, Denmark, by Tine Holt Møller and Barbara Hvidt.

Soft Gallery supports Danish Indian Childcare when selling clothes produced in India. All pieces made in India are recognized by a special hangtag.

About Tine Holt Møller 
Tine is 39 years old and has two kids Ida 6 years and Norman 9 years. She graduated with a master from Royal College of Art women’s fashion in 2000. Tine has worked for various design companies including: Mila Schön, Kenzo Ki and Brunns Bazaar.

About Barbara Hvidt 
Barbara is 37 Years old and has two kids, Nola 6 years and Siggi 8 years. She graduated from London College Of Fashion in 2001, with majors in Photography & Styling. Barbara lived and worked in London for 10 years within fashion, music videos and commercials. And when time allows it Barbara is part of a directing/photography duo with her partner in life.

Barbara and Tine met in London, during their fist years of our studies. As Barbara photographed Tine’s master degree collection from Royal College of Art during her own studies at London College of Fashion, the beginning of a close creative friendship and partnership took shape.

Soft Gallery can be found in the following countries:
USA, Australia, Japan, China, Korea, Brazil, France, Holland, Belgium, Switzerland, Austria, Germany, Greece, Italy, Poland, Russia, Saudi Arabia, Spain, Finland, Ireland, Denmark, Norway, Sweden & United Kingdom. 

SOFT GALLERY
Contact

brand contact
Soft Gallery
Lipkesgade 28, St.Tv
2100 Copenhagen
Denmark
phone +45 208 5 44 55
email barbara@softgallery.dk   
contact person Barbara Hvidt

press contact
Magnet - The Ultimate Showroom
Amagertorv 29 B, 1. SAL
1160 KBH K
Denmark
phone +45 331 441 00
www.magnoliatv.dk/photos 

Denmark sales
phone +45 278 22500
email sales@softgallery.dk 

Sweden sales
phone +46 70 480 1602
email pia@lifeissweet.se 

England sales
phone +44 20 3137 3502
email gemma@vida-kids.co.uk 

Japan sales
phone +81 662 811 117
email info@northernsky.jp 

Korea sales
phone +82 704 143 7333
email info@iloo.co.kr