Saturday, 2 February 2013

promenading in Stockholm


NOOID™ is a dawning footwear label for women
based in Stockholm whose first ever collection
is about to become available.
Trendy shoes made with first-class raw materials
are designed in Sweden by Marie Björklund, a
graduate from highly rated Beckmans College
of Design (two in a row after yesterday's post),
carefully crafted in Portugal by experienced artisans.


NOOID shoes bear a young sporty touch deftly
combined with the quintessential Nordic minima-
lism through purity of lines and color blocking.
Actually Marie designed a whole set of clothes to
go with the shoes: simple layered blouses, shirts
and above-the-knee circle skirts, 
all rigorously black & white.




The collection's lookbook shows model Stina T
of Mikas New Faces whose red hair creates a
gripping contrast with the black & white garments,
boots and shoes, setting the pace for the
development of interesting new creations
both in clothing and footwear.


As far as I know, a NOOID website is still under
construction yet the fledgling brand is already
listed on Not Just a Label, the well-known online
creative hub for upcoming design talents that was
lately named official trend partner of WGSN.
There's still room for improvement, yet I dare
say that NOOID's success is in the cards.

> all images © by Fredrik Skogkvist, styled by Elin Edlund <

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