A frequently asked question is, “Can sport and fashion coexist?” Of course, this doesn’t just mean the occasional prized quarterback or soccer siren donning a suit for a campaign and calling it a day. )? J. Lindeberg has the answer.

The launch of the brand’s “crossover campaign” for the Fall/Winter 2022 season reveals a new beginning for J.Lindeberg. J. Lindeberg was already known for his unique sense of athletic wear and dressing many athletes around the world. style game. Mission? Merging his two distinct codes of the brand into a versatile and highly wearable look that will take you from the slopes to the street with ease. Fashion avid as he was seen on the runway shown in central Stockholm in an auditorium full of insiders, the model’s line-up celebrates the contrast between sophisticated tailoring and traditional athleticism in looks. I had a hard time with the game. Running shorts, leather overcoats and golf pants, biker jackets and ski pants.

Technical jackets were once designed to move with the user, and included design elements to make them more user-friendly, but now with premium fabrics such as Fine Italian Wool and removable pockets. I’m playing around with functionality such as As the industry slowly but surely returns to its roots of savoir-faire, J. Lindeberg takes the opportunity to ignite a debate about user-based wearability and subvert the notion of staying in one line.

The new collection is already available for purchase with a ‘See Now, Buy Now’ approach, and V caught up with Neil Lewty to speak before his very hyped show in Stockholm.

V-Magazine: So where exactly is the show?

Neil Reuti: Right around the corner! We’re in an auditorium-like basement space, so I wear activewear because it’s very hot and we run around a lot.

V: When did you start setting everything up?

NL: We’ve been working on this concept for a while now and are planning exactly what and where to do it. It has snowballed in the last 4 days. [out] Model casting, all fittings.we didn’t produce anything [the show]All of these garments are available for purchase [now], so everything you see is fully available. I think it’s really great to show people that this is actually what we do. This is our look. Combining fashion and sports creates a certain uniqueness.

V: completely. I like this approach because on a normal show schedule, he basically presents a year ahead. Customers have to wait months for everything to be in production, and it takes a long time to get everything out. Everyone seems to be thrilled with the excitement surrounding the show, and you can tell the city is buzzing.

NL: Release the campaign. The store has an all new collection and it’s a really nice touch. Doing a “watch now, buy now” show is, in my opinion, the new way to do everything.

V: I accept. Why would you want to see a seasonal piece that’s out of sync with what’s happening right now?

NL: Here in Stockholm, we are always a month ahead.then it starts to get cold [early] It’s September and I’m starting to think about winter jackets.

V: This collection is a big one because it combines sportswear and ready-to-wear in one. Why was now the perfect time to bring these categories together into a cohesive story?

NL: This is J. Lindeberg’s first winter collection.So when I came to the brand everyone had a different design [categories] And I really wanted to open it up and design the whole collection as one unit. I’m like, ‘Okay, let’s just do one concept that overrides golf, skis, racquets and fashion. The same color story is happening in fashion as well.

V: That is correct.

NL: The idea of ​​being able to mix things up in a collection, put them together in terms of color, and niche them into patterns and print stories really appealed to me. [itself to me]This collection is like the culmination of that. As you can see from the show, these looks completely cross over fashion and sports. Essentially, it is the brand, the link between fashion and sport. We are a brand of contrast. We’re launching in New York and Stockholm at the same time, which is spiritual.

V: Thank you for touching on not separating the two as everyone wears sportswear on a regular basis day and night in some way or another.

NL: I find it a bit difficult to go to a brand and buy that total [sport] look. I might go buy some leggings or something and get a great blazer. There are also several smaller brands promoting such aesthetics.

V: But what’s in the middle?

NL: exactly. We would like to propose functional fashion from a new perspective. The colors and prints and the way these collections are built together are inspiring.

V: How many total looks should be in the collection?

NL: We did 40 looks. Thinking about it makes me smile. As we come out of lockdown, the euphoria of being able to go out and do something and get dressed again is becoming more important. It’s really nice to be able to combine them. That connection, that tension, is really inspiring to me.

V: This is interesting because everyone used to just stay home and stuck in loungewear and sportswear. Out of all the looks, which one is your personal favorite in the collection?

NL: What’s really cool is that we’ve perfected these ski jackets. Those jackets tell stories thanks to their patterns.morphed the logo [pattern] So there are many movements. When I look at that design work, it’s like, ‘How do things work in your body when you’re hitting a golf ball or skiing?’ applied to a very interesting pattern. Because you get that kind of energy. The ski jacket is designed with all features zipped out. So you can wear it around town like a regular jacket. It’s soft, warm, and professional, but you can also take that jacket with you to the ski slopes.

Kevin Ponce teeth Ⅴof Digital & Beauty Editor.

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