Three, two, one...
action! Consider horny girl summer launched with the release of a spicy collaboration between and , an independent magazine founded in Stockholm. Titled Curious Monika, the capsule weaves together two main themes: “Swedish sin” (i.e.
the supposed promiscuity of Swedish women as depicted in films from the 50’s through the ’70s), and the country’s progg movement, (short for progressivism) which was aligned with a leftist, ani-commerical agenda. Style-wise, the look was bohi mixed with elements of traidtional dress; unlike prog music outsid eof Sweden, the progg movement encompassed many types of genres. Since joining the 120-year-old brand in 2019, Bryan Conway, who is a Burberry alum, has been exploring different aspects of Sweden’s history via his outsider’s lens.
Nuda’s co-founders and are locals who play with heritage in a way Conway cannot. The two friends, whose current office was once used to shoot blue movies, have a sense of humor and embrace provocation, both of which are in evidence in this project. In the face of growing nationalism, they have taken up the subject of national dress and perverted it in a most desirable, and mostly SFW, way.
“We knew that we wanted to make something with Swedish heritage, but in a fun way,” notes Hagdahl. One thing you want to do at work is to cue up 1978’s ( ), a Swedish porn flick that takes place in the countryside which is one of the team’s main references. The sound of the aforementioned .