Introduction to Leoní
The collection against the background of ancient art, ceramics, and furniture contained fluent, ruffled silky, buttoned cardigans and leather skirts with raw hems. The models came out in pairs, buttoned, cracked, and adapted to each other, emphasizing the intimacy of attracting and the functionality and versatility of the clothing.
Standing Out from the Crowd
The challenge for brands like Leoní is to stand out from a lot of minimalist Scandi labels. The focus is on the details of the garment, like the interior. "We are minimalistic, but we don’t want to be overly simple. We want to do beautiful things with beautiful craftsmanship," adds the designer. It also has to be new, offering classic looks with a twist, using materials or sculptural silhouettes.
Target Customer and Pricing
The target customer is a woman in her 30s to 50s who appreciates stylish and high-quality designs. The prices range from around €200 for a silk tank top up to around €500 for a cardigan and just under €1,800 for a leather jacket.
Production Challenges
Production is a challenge, as there are not many production facilities left in Sweden. However, the brand wants to work with the brilliant ones that are available, to keep production on-site.
Future Plans
The brand is well-placed thanks to connections and experiences. Leoní presents an exhibition room in Paris later this month and during the city Fashion Week in October, with the aim of adding wholesale customers. At the moment, the brand is only distributed via its own e-commerce website. The plan is to scale internationally and open a flagship in Paris or London.
Past Tense
Past Tense of the Menswear brand was founded in 2023 by Victor Lindh and Adrien Forray. The latest collection was inspired by the escapism associated with the Swedish summer. The collection represented the colder Swedish months, turning into air-free resort paths in light tencel and cotton. The bags switched from fits to sailor shoes, and the shoes turned out to be slippers in leather slides.
