PRESS KIT Spring | Summer 2020

THE HAPPY-GO-LUCKY COLLECTION

Dotted by Danish architecture and kissed by the gentle Nordic sun, the minimalist Bellevue Beach north of Co-penhagen creates the perfect setting for minimalisma’s spring | summer 2020 collection. Here, designer Maja Akraberg conveys memories of her first family holiday away from the Faroe Islands.

Throughout her childhood, Denmark was an exotic place associated with beach holidays, ice cream and sun-shine. This season, beautiful white beaches, blue sky and red poppy fields that stretch the Margarita Route have inspired this ‘happy-go-lucky’ collection, both in colours and emotion.

Purely natural qualities encapsulate the collection of soft materials ranging from fine silk blends to crispy cotton piquet and soft organic cotton. Forget-me-not blue high-lights a range of blue tones reflecting the Danish summer sky as the days lengthen. Cornfield yellow and poppy red echo a bicycle ride to the beach and warm red tones, the setting sun as it drops to the horizon.

You are invited to imagine the Bellevue Beach, breath the fresh summer air, and listen to the children’s laughter as you flip through our ‘happy-go-lucky’ collection.

44 timeless styles

14 Silk Seamless NOOS Styles

11 Organic Essential NOOS Styles

3 styles for mom / woman

Playtime Paris | Stand #J05

Order deadline | 31 July 2019

Available in shops | mid-January 2020

OUR STORY

minimalisma is a timeless, high-quality children’s wear brand with a strong Nor-dic heritage. Founded and designed by Maja Akraberg, the mission is simply to create beautiful products in premium qualities with a timeless feel that makes each piece suitable for passing on to the younger sibling or to save for the generation to come. The inspiration derives from growing up on a remote archipelago in the North Atlantic Ocean, a childhood unspoilt, where nature was the playground and clothes were skillfully knitted by mom. The philosophy pivots around superior quality, simplicity and sustainability.

What started in 2011 with a small unisex collection for babies up to two years and a local webshop quickly grew into an international brand. Today, we offer luxury basics for babies and children up to 12 years as well as selected styles for mom. Our retailer network counts more than 150 shops in 25 countries worldwide. Since 1 December 2018, we also have our own webshop.

BEHIND THE BRAND

We are a family-run company working with a small group of people passionate about quality, design and family. We are committed to building a sustainable brand with high ethical standards that not only benefits our consumers, the children, but also the environment in general.

Q&A WITH DESIGNER MAJA AKRABERG

Where do you produce your products?We believe that the best products are made at their origin, where the expertise to handle the material is the greatest. Therefore, it is a natural choice for us to produce our signature silk seamless at the cradle of the Silk Road – in Jiangsu Province on the east coast of China – a place that has around 4500 years history in the trade of silk. In the same sense, the cotton used for our Organic Essentials and Organic capsule line is grown in Turkey, a country famous for producing cotton since at least 400 A.D. Once spun and coloured, the cotton is then knitted and finished at our GOTS certified factory in Hungary.

How would you describe minimalisma in only one sentence?minimalisma is luxury basics sustainably produced in superior natural qualities reflecting our minimal-istic Nordic heritage.

All the enclosed photos are released for press cover-age, in print or digitally, under the terms that you must give appropriate credit to minimalisma and the pho-tographer, Jessica Sidenros (www.jessicasidenros.com).

What is the inspiration for the new SS20 Collection?I find inspiration in my Nordic heritage and my childhood memories. In the summer when I turned eight, I left the Faroe Islands for the first time with my family. After 36 hours on a ferry over the At-lantic Ocean, we reached Denmark on a sunny afternoon. For the next two weeks we cruised along the beautiful Marguerite Route in our orange Morris Marina Coupé. We stopped at numerous beaches along the way, played at the red poppy fields and ate a lot of ice cream. To me, this was a magical time full of happy memories and, thus, the Happy-go-Lucky collection.

What is new about the SS20 Collection?Our Happy-go-lucky 2020 collection is more colourful than our pre-vious collections. The colours reflect the pup-py flower fields that we

passed on our Denmark cruise with red and yellow accents. We have added more blue ranging from forget-me-not-blue to clear summer sky and darker ocean shades. Our signature silk-seamless collection has been complimented with a few new styles and after repeated requests from retailers and custom-ers, we have also added a few more silk styles for moms / grown-ups.

What is your personal favourite item and why? I love the luxurious silk blend. We have a new loose-fit top in this group that is very pretty togeth-er with the volume pants in organic cotton piquet. I would actually love to wear that outfit myself.

minimalisma GmbH | Bachtobelstrasse 53 | CH-8045 Zürich | +41 (0)76 390 2174pr@minimalisma.com | IG: minimalisma_com | www.minimalisma.com