Lagom began as a joint collaboration between designer Nette Sanström and Designer and musician Daniel Adams-Ray 2005. The aim was to create stage clothes for Daniel’s band. The process of combining fashion and music resulted in the beginning of a new Swedish fashion label Lagom. Today, the brand is headed up by the creative team Daniel Adams-Ray, Jakob Hedberg and Nette Sandström.

Lagom Dawn Spring Spring/Summer 2011 collection is inspired by a glimpse of dawn in Nairobi, Kenya. A sense of pride and optimism linger in the air. The colour scales range from bright Masai red, Green Lagoon to Savannah Yellow. We have used woven fab- rics from Kenya and Tanzania with chiffon and viscose. Patterns influenced by nature such as Leopard, Giraffe and Colibri Hummingbirds are complemented by abstract graphic shapes.

There are very few places on earth where traditional and modern cultures meet, yet manage to co-exist, as they do in the contemporary Kenyan culture. A new dawn awaits. mecho Contributor Kelly Love also gave us some magic inspiration from Africa recently and we are looking forward to more to come from this continent.

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