invitert
Who: Tom Guiness
What: Stylist for Bjørn Borg, during Stockholm Fashion Week
Where: Stockholm
Inspired by Bjørn Borg and the disco vibes back in the 70s. He entered the fashion industry as a model. Meet Tom Guinness- the stylist behind the Bjørn Borg show.
STOCKHOLM ENVELOPE BY CELINE AAGAARD
1. Who are you? Tell us a little bit about the person Tom Guinness. What’s your background? 31-year- old stylist who lives in London. Grew up in Cornwall with is a very remote and rural place - entered the fashion industry as a model when I was a teenager, then went on to become a stylist’s assistant and eventually a stylist in my own right.
What is the most important moment as stylist? Its all about the preparation with styling.
What can we expect of the show? We can expect a real hybrid between old and new points of view for the brand. It will be a contemporary interpretation of the Signature Collection
Looking at the Signature Collection - a 70´s inspired subline what references have inspired you when styling the collection? What’s the concept and idea behind the styling?
The references for this are of course Bjorn Borgs personal style in the 70s which was ground-breaking especially for a European sports star, but also disco era club and sportswear and graphic color blocking of 70s sportswear. The look was also popularized in the 2001 Wes Anderson film: The Royal Tenenbaums
Career-wise, what would you like to achieve? I would like to continue making editorial work on my own terms and continue to build Arena Homme + where I am editor from strength to strength. Id also like to build my show styling and consultancy and eventually have creative control of a brand.
What’s your view on the sports influences impacting high fashion? I think allot of the best innovation in fabric and cut comes from performance wear so that is a very good thing. I also think its an example of streetwear trickling up; to high fashion which is a big trend at the moment.
Who´s your number one sports icon? Muhammad Ali.
Do you do sports and if so – what do you wear then? I do yoga so I dont need much equipment. I just wear shorts. I do however wear a lot of performance wear in my daily life - I wear technical tracksuit bottoms as I find they give a good counterweight to any tailoring or traditional shirting I wear on top. I also like wearing super new technical sneakers - I recently got some Nike Vapourmax which I love.
How will the fashion industry look like in future? Do you trust in the See-now- buy- now concept or what’s your point of view? See-now- buy-now is great for mega brands that know exactly what is going to sell and do well season in season out, and have the money to cover the production before the product is sold. It is not a model that could work for smaller or emerging brands because they dont have that financial structure.
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