August 17, 2009

Jojo & Malou (SE/UK)

Jojo & Malou stayed in the Creators Inn by Elvine room at Hotel Scandic Malmen while preparing their exhibition “Peace out, Miss World” at Urban Outfitters in Stockholm. They also managed to pimp the Dala horse in the toilet.

Who are you and what do you do?
Jojo&Malou, Swedish fashion designers based in London.

Do you consider yourself creative and if so, in what way?
We are very creative people, we have both got crazy amounts of imagination and we are good at drawing and seeing how something can develop into 3D.

What was your reason for visiting Stockholm, and what happened while you were here?
We had an exhibition launch at Urban Outfitters on Biblioteksgatan here in Stockholm. It is a video and fashion installation. It is amazing!

How did you like the room, and what do you think about the Creators Inn by Elvine concept?
The room is great, unique and very cosy, it feels quite like someones home in a way. Really love the map of Söder on the wall where people can suggest shops and restaurants for coming visitors. Also nice idea with the noticeboard where you can leave little messages for each other. It is a great concept, and would be amazing if it developed abroad.

Any tips and recommendations for future guests?
09 is the phone number to the reception, couldn’t find it anywhere.

Did you include anything on the map?
We have put one thing on the map already, will probably add some more tips as well.

What’s creativity to you?
It’s all about originality.

What’s next?
We are moving our studio next week and then it is London fashion week!

Anything else you want to add?
Thank you for a great stay!

Handshake Heartbreak HD from Jojo & Malou on Vimeo, courtesy of Grand Finale

PEACE OUT, MISS WORLD

Jojo&malou S/S10, ʼPeace Out, Miss Worldʼ, is inspired by the Miss World competition, the women who compete in it and the whole spectacle that surrounds beauty pageants. The winners, the losers and all the emotions involved, the deep disappointment as well as the explosion of hysterical joy within the event has influenced the collection. Jojo&malou have often played with happy vs. sinister, light vs. dark in their past collections.

Jojo&malou have created their own way of expressing the Miss World theme, using the iconic jojo&malou colourful and graphic prints on ”to die for” dresses and garments. The signature print for this season is the ʼMiamiʼ print featuring palm trees, trumpets and trophyʼs in typical 1980ʼs Miami colours, along with a laughing mouth print and a zebra print with zebras in disguise. There are also accessories in the shape of doves of peace, price rosettes and the typical Miss world sash covered in Swarowski rhinestones.

For the exhibition at Urban Outfitters jojo&malou has created a short film together with photography team Frode&Marcus and music by The Subliminal Kid setting various scenarios within the Miss World competition. There is for example the swimwear competition the evening gown competition and the part when the finalists and winners are chosen. An installation will also be created in the space and will feature five of the outfits featured in the film.