BACK AW 2010 Collection Preview

Since relocating from London to Stockholm, Ann-Sofie Back was appointed joint creative director at Cheap Monday with founder Örjan Andersson.

Being back in Sweden after 12 years and opening a guerilla store has further developed the concept of BACK: "Having our own store and being closer to our market as well as the experience of designing for Cheap Monday has certainly opened my eyes to our customer's needs in a new way" says Ann-Sofie.

BACK is still based on updated and developed ideas from the mainline in order to create a casual and affordable line with unique designs.

"The BACK look has actually proved timeless, my designs tend to have longer life because they don't follow the mainstream, quick trends and are worn for years by our clients. BACK also now has it's own identity and will not be shown on the catwalk with our current mainline" says Ann-Sofie.

For AW10 we have worked with generous shawl-poncho designs on knits, blouses and cardigan style coats in creme, grey and charcoal. The asymmetric buttoning detail that has become a trademark for BACK is now presented in a wrap zip version on short off-white boucle jackets and long flannel shirt dresses as well as a safety pin variety on draped trousers, long sweats, asymmetric jerseys and shirts. The popular SS08 collection featuring raised shoulder pad and kneepad designs are now presented in a stylish sweat top version and as long draped sweatpants.

Press: Caroline Björkroth, caroline@ibeyostudio.se
Sales: Daniel Glasman, daniel@annsofieback.com