Recently decorated "Designer of the Year" by DANSK magazine, Soulland designer Silas Adler shared his SS13 collection titled "Bourgeoisie" this Copenhagen Fashion Week. The presentation, which had models standing stationary throughout an abandoned house, aimed towards the future by asking patrons to view each look, in moving form, via QR-code.
Soulland started as a small company specializing in printed T-shirts and has grown into a full menswear brand under the reign of the 28-year-old Adler. Rooted in traditional Scandinavian craftsmanship, Adler's conceptual approach is to play with contradictions. When asked about his new collection, he replied that it was "poking humorously at both the flashy, pretentious middle-class and the snobbish aristocracy." As for the all-over Soulland logos that he developed, they are "an ironic––and a bit arrogant––comment on the sometimes pretentious world of fashion."
Concept aside, the collection leans towards strong French references––Parisian cathedrals and court buildings can be seen on Adler's side-ribbed sweatshirts, for instance. Overall, the range of slim chinos, sports blazers, and striped button-down shirts have a varsity tone to them. And save for some brief moments of red and burnt orange, the collection never strayed too far from a white, beige, and navy palette––how bourgeois!