Hysteria is an exploration of modern femininity, female stereotypes and the gendered upbringing of girls. It explores and reveals the emotional tension of being seen as the lesser gender and the social rules women and girls have to follow each day. The collection reveals the emotional tension of being female, of not being listened to or taken seriously, of not being heard and never being seen as equal, of being put in a pink box and told to be quiet, polite and submissive.
By researching the process of being brought up as a girl and what restrictions and rules young girls have to follow, there is a deliberate effort to reclaim femininity and all it's associations at the same time as calling out all it's ridiculousness by using toungue-in-cheek humour and embroidered statements.
The collection itself reflects on the moment a young girl tries on her mother’s clothes and thus finds herself embodied in modern femininity. But it is too much for her, the clothes are heavy and too big and she is overwhelmed with the social pressures of being female. She is drowning in femininity.
MA graduation collection from the Royal Danish Academy of Fine Arts, School of Design.
Pura Utz is a Copenhagen based clothing and accessories brand working within sustainability and social empowerment. Pura Utz employs artisanal handcraft women from Guatemala who weave pearl bags and accessories in scandinavian design and weave traditional fabrics used to make clothing showpieces and accessories.
I worked freelance on the 2018 collection helping with designing the bags and making artwork and technical patterns for them along with designing and making a show piece puffer jacket in traditional hand woven fabric.
Hand embroidery works.
Inquiries and orders: firstname.lastname@example.org
Editorial for Bast Magazine featuring the Hysteria collection.
Photography: Frank Lohmann
Stylist: Sofie Thuesen Broeng
Makeup: Amalie Rosa Duus Jensen
Photography assistant: Dennis Larsen
Model (blond) Ella Caroline - And Model Management
Model (brunette) Sara Damborg - And Model Management