today i am excited to announce the release of the new swedish hasbeens fall 2012 collection. i can’t believe it was last fall when they contacted me and asked if i’d like to style a few looks for fall 2012! i think the hardest part was keeping it a secret all these months because i was so pleased with how they turned out! the pictures were shot by my talented friend, diane vo, and edited by me. and the whole thing would not have been possible without the help of my partner, brendan, who carted us around northern california in the middle of a rainstorm chasing after clear patches in the sky and holding an umbrella over diane’s head as she snapped my photos. i love how you can’t tell from the pictures that it was absolutely one of the most dreary and rainy days, but it was still a pleasure to get to enjoy the lush scenery while shooting these looks.
the inspiration for the collection was outdoor life in the ’40s and ’50s. postwar times when women hiked up their skirts and set out to explore the world around them. it was a lot of fun doing research to see what types of clothes women wore while hiking before the onset of r.e.i. and gortex fabric. not every look is an exact depiction of the outfits i found, but it really isn’t far off! women would pull on men’s sweaters and button-up shirts and pair them with skirts or jeans, and the shoes were hardly practical! of course, the swedish hasbeens fall collection is only inspired by said styles and is much more appropriate for trekking around the office than on hillsides, but it was still fun to show the shoes in the natural setting that inspired them.
wearing the swedish hasbeens envelope bag and chunky loafer with a madewell sweater and marc by marc jacobs skirt.
wearing the swedish hasbeens forest pump with a nadinoo blouse, american apparel pants, and family affairs jacket
wearing the swedish hasbeens bird watchers bag and shoes (coming soon) with a vintage liberty print blouse, nadinoo pinafore, and j.crew tights
wearing the swedish hasbeens highwater boots with an opening ceremony x deyrolle fox print blouse, dear creatures pinafore, tabio tights, and vintage brooch
48 comments
the photos look great! so excited to read that you and Diane collaborated! I miss her presence on the internet ”“ so good to see this :))
each outfit is more adorable than the last! i love the concept for the shoot. and all those hasbeens are perfect for fall. also, i dig your hair with the curl in it!
I just saw images like this of pilgrimages of people leaving the city of chicago to the what’s now”suburbs” in the 1930s-40s at my local historical museum not too long ago. These are dead on! The image of you wearing the hat and the american apparel trousers…C’EST MAGNIFIQUE!! I loooove this editorial, who shot this??
my friend diane vo shot the photos and i edited them. with lots of help from my bf. and i’m glad that the inspiration came across in the outfits. i don’t just happen to have a bunch of stuff that replicates those types of looks, but i definitely sifted through a lot of vintage photos to try and get a sense of how it might translate, so i’m happy it worked!!!
Love the first and third looks~
colors colors colors! love!
the light and atmosphere in these is absolutely gorgeous! stormy weather lends such beauty to photos- I’m glad you were so lucky! and as usual all your jumpers are k.i.l.l.i.n.g. me.
This is so incredible, these photos are absolutely dreamy! I am insanely jealous, Swedish hasbeens are absolutely beautiful, your outfits are perfect for them. Also, these photos make me think of Scotland (especially the last one), hard to think they were shot in California! Just a little tempted to visit now…
cutie pie! ;)
These photos are just in time for Fall – I am totally loving your nadinoo pinafore outfit with the tights. So cool that you collab’d with Swedish Hasbeens – congrats!
BEAUTIFUL pictures! My gosh…not only are the clothes so pretty and spot on, but you look so pretty in them as well. This definitely reminds me of the 40s. I love fashion inspired by the 40s and 50s, so these looks are right up my alley. I need that pinafore and the bird print blouse :)
xoxo
Azi
Beautiful shots. I think you captured the essence of the 40’s and 50’s.
Bisous
Suzanne
Such gorgeous pictures! Love. :)
really cool! I esp love all the pinafores and your hair looks super cute in these pics!
these photos are breathtaking erin! you seriously are perfect for these shoes!
YeaH girl! I saw a few of these at a Swedish hasbeens store when I was in Stockholm!! (where I almost dropped like 1800 Swedish krowns on some qt boots but thought I better wait til back in the USA) didn realize they were brand spankin new. Love the styling and Diane is a baller photog! Miss ya xoxo
Gorgeous photos! I’m a Northern Californian and the feel of a “winter” here was captured wonderfully. I must say, though, I think you mean Dodie Smith, not Beatrix Potter. Cheers!
you look gorgeous! and i’m in love with the shoes! :))
I can just picture the behind the scenes mayhem and shivering. the photos turned out amazingly perfect ♥ Meghan, The Flight of Fancy
Swedish Hasbeens are so cute! Too expensive for my wallet unfortunately. These outfits are cute too- it’s cool you did so much research for this!
Christina
Erin, you did an amazing job of styling these pieces and these photos look amazing!
xo Jennifer
The second to last photo is SO incredible. Like a dream.
Lovely photos, you look gorgeous in all of them. Curly hair is so cute on you too! x Sushi
the mustard pinafore with the boots! eeeeeeek! so in love!
these are all so great!! my favorite being the first, and the one of just your legs and the clutch. so beautiful!!!
Gosh this shoot is cosy Winter loveliness!
So pleased to see a few of your Nadinoos made it in there :)
oh the last look with the boots is amazing! x
oh wow, a match made in heaven! the pictures turned out just great and I love your outfits!
I’m speechless, Erin! :) Love Love Love!
Oh wow! what an honor! I love Swedish hasbeens
You’re beautiful like usual, amazing shoots..
You look fantastic! This is so exciting.
These photos are amazing! You definitely have the modeling poses down by now. I’m sure the personal style blogging has helped with that! You are adorable, and the collection is great! A wonderful partnership. Thanks for sharing the images!
Ah, be still my heart! It was you who introduced me to Swedish Hasbeens a year ago– before that, I had never heard of them. But is seems like they have such great styles and are very well-made. I might just have to save my pennies for a pair of these!
Loving those tan loafers! And your hair looks so cute slightly curled!
congrats erin! I especially loved the “coming soon shoes”! hope they’ll be out very soon lol :-p
I found here through Nadinoo’s blog post. What beautiful photos! Oh my.
oh, that’s wonderful! i’m glad you found me, thank you!
Oh, man – I LOVE the last outfit. You have the best wardrobe.
Those AA cords are really speaking to me! You piece your outfits way too swell.
Such lovely, lovely pictures! My gawdddd! Such awesome and detail oriented styling went into these looks. Love the retro outdoors vibe. Very well done!
Those wine coloured pants are absolutely amazing!! Love it!
x Aliya
favourite post yet.
The first photo is really, really beautiful. Wavy hair suits you.
And you’ve sold me on the shoes! I will be saving up for a pair soon. ;)