SAMUJI, the Finnish design studio and creative house, has released their lookbook for its upcoming AW17 collection that seamlessly links the house’s signature minimalist aesthetics and architecturally sculpted silhouettes with those of old-school rock glamour.
Drawing inspiration from nature, brand founder Samu-Jussi Koski has created a collection in his signature colour palette of whites, greys, blacks and navy with the occasional splash of more vivid hues – in this collection being greens and silver.
The brand is known for its unparalleled focus on fabrics which aligns with its commitment to ensuring quality and sustainability of the entirety of their design process. The new collection is no different and features responsibly sourced cotton, silk, alpaca, virgin wool and velvet all tailored to elevate their natural potential.
As always the needs of his audience remains central to Koski and he has taken two strong women, both of whom redefined their respective fields – furniture designer and architect Eileen Grey and Madonna – to shape his proposition for next AW season as one of functional elegance with attitude.
The silhouettes are therefore a comfortable and empowering statement for everyday use as well as special – occasion dressing. Oversized yet fitted outerwear, pretty silk dresses, velvet flares and full length skirts have been styled with trendy sheepskin mules. There is also an abundance of classic separates and mini lengths paired with utilitarian boots as well as Samuji signature hats – their newest incarnation being oversized beanies and edgy berets.
by Magda McCrimmon
Samuji is on instagramTags: AW17 > collection > Eileen Grey > inspiration > Madonna > Samuji