Scandinavian Fashion

Strong woman in focus: Photo: Kristian Löveborg

Hand embroidery, avante-garde detailing, and minimalistic, edgy cuts. That is the magic formula which has earned the newcomer duo Altewai Saome the Max Factor Award 2012.   The prize, which has previously gone to such luminaries as Ann-Sofie Back and Lovisa Burfitt, means that Atewai Saome will have the chance to open this years Mercedes-Benz Fashion Week in Stockholm with a runway show on July 30.

The Altewai Saome inspiration for AW12 is found in shadow play and the different moods that create duplicity of character. A strong woman is always in focus, the style either subtly feminine or more masculine, depending on a woman’s shifting sentiments. The spirit of the wild versus that of the calm has inspired two different silhouettes functioning together. The silhouettes are both voluminous and pared down to represent contradictory emotions, some garments even featuring a mix of both.

- We’re very happy and honored to receive The Award and thrilled to get the chance to show our collection AW12 at Mercedes-Benz Fashion Week. We’re looking very much forward to work with the Max Factor team in order to create a striking look that enhances the theme, mood and spirit of our show, says Natalia Altewai and Randa Saome.

Founded in 2009, Altewai.Saome offer an eclectic mix of Scandinavian simplicity and international high fashion. During the years leading up to starting their fashion house, Natalia Altewai and Randa Saome spent several years studying and working for different fashion houses in Italy.