Habit article -ORES close to the nature and long-term consciousness
Here is the translated article and link to the actual Swedish article in Habit magazine
https://www.habit.se/article/view/647986/naturnara_och_langsiktigt?fbclid=IwAR1QsfuiN1kG2d6ontF4WosJ4GveiOhXqLg15VW0MQtBJmahxAmz8IyQBQI
article in Habit magazine February 22, 2019 10:37
| By Pernilla Hansson
Close to the NATURE and LONG- TERM consciousness
Meet Lisa Thörnqvist who carefully chooses ecological and nature-related material in a finely tuned palette for her newly started brand ORES.
Lisa Thörnqvist is the founder behind the new fashion brand ORES which was the last to show during the past Fashion Week in Stockholm.
The show took place at the restaurant Hillenberg.
Lisa has a long past from H&M where she worked for the last twelve years and immediately after her education. She has worked with many of the concepts within the company, and she believes that experience from production and product development is an invaluable asset to have in her own business.
She resigned from the fashion group just over a year ago and after that she has quickly started her own company; both because of the pleasure of working under your own label but also because she has knowledge of where and how different materials are manufactured. The first collection was launched in August. -I have had the ambition to start my own brand, ever since my education and now I was ready for it, says Lisa to Habit. If she started the brand then, immediately after the education, instead of now it would have looked the same in principle, she says, for design aesthetics and the environmental and material interest has always been there.
According to Lisa, ORES is not a basic brand; Despite the simple minimalist aesthetics, the collection is not boring and dull as
many organic brands are. It is cool and fashionable. The goal is to produce two collections per year. The starting point is materials that should be ecological and carefully
designed with regard to nature and the environment. In the first collection she has worked a lot with silk and wool but
also other natural materials such as bamboo and in addition she is looking at different recycled materials for coming collections
Lisa Thörnqvist also uses some vegan options and brought accessories in cork to the fashion show; something that has
emerged interest.
The production of the garments takes place in Portugal, India and China as the wool in the latest
collection comes from Mongolia. – Many garment models are classic but I turn to a fashion-conscious customer who appreciates style and design and
thinks it is fun with fashion. I have received very good response not least when it comes to material selection and
feel in the garments. I like silk and unlike what many seem to think, it is an easy-to-handle material, says Lisa Thörnqvist to Habit.
She started the launch this autumn with her own online store but also by participating in the market place The Lobby on Regeringsgatan.
She says she needs to get out to the customer physically because the garments must be experienced live. The customer needs
to see and feel the materials to fully appreciate it. However, the online store is a good channel, not least marketing, and she has already reached customers in London, Copenhagen and Amsterdam; She believes that Swedish design and fashion is appreciated outside Scandinavia. But getting close to and meet
customers and media is also important.
– It was amazing to present at Fashion Week and put together the fashion show so that the clothes interact with the surroundings
and music. It is very important to convey a feeling and a concept and it is consistent in packaging design and aesthetics.
I want to continue to work with fashion shows, presentations and photo shoots to present the whole essence of the brand, says Lisa Thörnqvist.
How will you work in the future, now when you have two collections behind you?
– I will focus on developing an autumn/ winter collection and a spring/ summer collection every year, but some qualities and models will return again. I have noticed that it is not always the more basic or cheaper garments that sell best but it can be garments that stand out both in price, silhouette and in color. That is fun and the spring a coat in a strong pink tone has caught many peoples attention, and the autumn’s big seller was a large cardigan in heavy knit and silky feeling.
And the name then?
Ores as the English word, relates to iron ores; a natural material with inherent weight, roughness and simplicity;
something that Lisa Thörnqvist thinks is significant even for her newly started brand that should be concise and
minimalistic and have a clear expression.
