“Tales of Undefined Gravity” by Odeur: A Closer Look at Temporary Showroom

One of the collections that Temporary Showroom exhibited this year was Odeur’s 2010 autumn/winter collection.

Based on the idea of an undefined gender and uncertain times, Odeur presented its seventh collection named “Tales of Undefined Gravity,” a story that continues to challenge conventional notions of how basic garments are constructed.

Using a dark scale of colors, this collection is made rich and easy by its mix of materials, as well as by subtle details of metallic silver. A playful relationship to the silhouette, a focus on details, and unexpected cuttings characterize the unisex collection.

Focusing on the possibility of adjusting shapes and details in the garments of autumn/winter 2010, Odeur has created a wide range collection that presents styles like loose knitted garments, tailored blazers, handcrafted boots, and more.

A brief history
Odeur was founded in Stockholm in 2006 as a brand experiment, using a specific white, light, and clean scent instead of a visual logotype to label the graphic and dramatic yet playful garments.

The first collection included a few t-shirt styles that were distributed amongst a few initial clients in Sweden and Japan.

Today Odeur is designed by Petter Hollström and Gorjan Lauseger and has spread to over 12 countries, selling jeans, outerwear, accessories, and high fashion clothing.

Text & photo 2010 a/w collection, Courtesy Temporary Showroom, Copyright Odeur.

Slideshow 2010 a/w collection, Copyright Odeur.

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Category › Gorjan Lauseger , Odeur , Petter Hollström , press release , Swedish designers , Temporary Showroom