Swedish fashion icons collaborate with Jotex in premier rug collection
For over six decades, Jotex has drawn inspiration from the dynamic world of fashion. Elevating their creative endeavors, they are proud to introduce a distinguished collection comprising five exquisite rugs crafted in collaboration with some of Sweden's foremost fashion designers: Lars Wallin, Angelo da Silveira (Diemonde), Ida Sjöstedt, Bea Szenfeld, and the design duo Livia Schück & Josephine Bergqvist (Rave Review).
This fall, Jotex further cements their bond with the fashion industry through the unveiling of Jotex Design Collab: a grand designer partnership initiative, where six prominent fashion designers have been granted artistic liberty to create five remarkable individual rugs. For several of them, this is the first time designing something in interior design.
- We have observed an evolution where rugs in our living spaces are turning into art pieces, allowing individuals to manifest their unique expressions. Rugs, being artifacts of skilled craftsmanship, provide an ideal avenue for fashion designers to unleash their creative passion. Each designer has poured exceptional dedication and creativity into this project, and I am proud by the innovative, unique rugs curated by these fashion mavens for Jotex, says Peter Keerberg, CEO at Jotex.
These exclusive rugs, ranging in generous sizes up to 250 x 350 cm, are meticulously tufted and fashioned from a blend of viscose and certified wool, with material selection varying based on the designer's preference.
- All rugs have wool as their foundational fabric, a naturally dirt-resistant and long-lasting material. Furthermore, the wool employed in these creations is certified, assuring its ethical origin from sheep raised in a humane manner conducive to their natural well-being, says Peter Keerberg.
The Jotex Design Collab rugs are available for purchase exclusively at jotex.se starting August 29, 2024.
More about the collection's designers:
Livia Schück and Josephine Bergqvist (Rave Review)
With the ambition to create re-made fashion in a commercially viable way, Rave Review has quickly become a well-known name. The duo, consisting of Livia Schück and Josephine Bergqvist, have received several awards for their unique designs and have had shows at Milan Fashion Week. For Jotex, they have designed the rug RRrug.
Angelo da Silveiras (Diemonde)
Angelo da Silveira’s Diemonde combines global street culture with Scandinavian aesthetics. The company has founded a micro factory in Örebro and manufactures its garments in Sweden. A major focus is on sustainability, community involvement and craftsmanship. Diemonde has received a number of awards, including Elle's Honorary Award 2023. For Jotex, Angelo has designed the rug Mortal coil.
Bea Szenfeld
Bea Szenfeld is a fashion designer, artisan and artist. She has dressed both international superstars, such as Lady Gaga and Björk, as well as Sweden’s former Minister of Culture Alice Bah Kuhnke. Bea's work has been seen at both Liljevalchs in Stockholm and most recently at the Metropolitan Museum in New York. For Jotex, she has designed the rug Nostromo.
Ida Sjöstedt
When Ida Sjöstedt launched her brand in 2001, she was considered an outsider on the minimalist fashion scene. However, the audience quickly took Ida Sjöstedt's dreamy aesthetic to heart. She has been praised several times over – and her dresses have been worn by both the Swedish princesses and influencers. For Jotex, she has designed the rug Abstract rose.
Lars Wallin
Beloved couture master Lars Wallin is known for his hand-sewn dresses worn by a wide range of celebrities. Through his collections, the celebration of craftsmanship runs like a common thread. Today, he also runs NK Atelier, where customers can remake their old garments or have a new creation sewn up. For Jotex, he has designed the Feel free rug.
For more information, please contact:
Emelie Carrfors, press contact: emelie@mimadre.se, 073-825 63 26
Jotex is a leading brand in interior fashion in the Nordics and selected countries in Europe, with approximately 1.3 million active customers and 50 million visitors. With the vision to inspire customers to create more personal and beautiful homes, Jotex offers a self-designed range that includes larger parts of the home, both indoors and outdoors.
Ellos Group is a leading Nordic shopping destination for home furnishings and fashion with the online stores Ellos, Jotex and Homeroom as well as the paid brand Elpy. In close relationship with our millions of customers, we develop attractive and sustainable offers for the woman in the middle of life, her family and home. With innovation, creativity and sustainability, we are constantly looking for new ways in large and small, and always with the customer in focus. Ellos Group, with headquarters in Borås, is active in all Nordic countries and on selected markets in Europe. Ellos Group has approximately 550 employees and a turnover of around SEK 3.4 billion.
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