Altewai.Saome receive The Max Factor Award of 2012
Altewai.Saome are the recipients of The Max Factor Award of 2012 and thus given the opportunity to open Mercedes-Benz Fashion Week in Stockholm for the season with the show of their collection for AW12. Natalia Altewai and Randa Saome are receiving The Award for their impressively creative take on clothes and their unique ability to strike an unsurpassed balance between the forces of innovation, esthetic perfection and complete wearability.The Max Factor Award is an annual fashion scholarship, established in 2008 by Max Factor. The Award is intended to support Sweden’s most progressive fashion designers, giving the winning house the possibility to show its latest collection at Mercedes-Benz Fashion Week. The Award of 2012 is presented at Berns on January 30 as part of Max Factor’s continuous sponsorship of Mercedes-Benz Fashion Week.
Altewai.Saome is the fifth Swedish fashion house to receive The Award. The stellar list of previous recipients includes Ann-Sofie Back (2011), Lovisa Burfitt (2010), Diana Orving (2009) and Helena Hörstedt (2008).
- Altewai.Saome have after a mere two years on the Swedish fashion scene emerged as one of the most talked about fashion houses, continuously surprising us with their eclectic mix of hand embroidery, avant-garde detailing and minimalist cuts, says Elisabeth Hagelberg, Sales & Marketing Director for Max Factor Sweden.
The Altewai.Saome inspiration for AW12 is found in shadow play and the different moods that create duplicity of character. A strong woman is always in focus, the style either subtly feminine or more masculine, depending on a woman’s shifting sentiments. The spirit of the wild versus that of the calm has inspired two different silhouettes functioning together. The silhouettes are both voluminous and pared down to represent contradictory emotions, some garments even featuring a mix of both.
- We’re very happy and honored to receive The Award and thrilled to get the chance to show our collection AW12 at Mercedes-Benz Fashion Week. We’re looking very much forward to work with the Max Factor team in order to create a striking look that enhances the theme, mood and spirit of our show, says Natalia Altewai and Randa Saome.
Founded in 2009, Altewai.Saome offer an eclectic mix of Scandinavian simplicity and international high fashion. During the years leading up to starting their fashion house, Natalia Altewai and Randa Saome spent several years studying and working for different fashion houses in Italy.
The Jury’s motivation
With their creative take on fashion and unique attention to detail, designer duo Altewai.Saome first burst onto the Swedish fashion scene in 2009. Immediately gaining a devoted following in Sweden, the brand is now quickly gaining international acclaim for their creations, too. Combining irresistibly modern design and exquisite materials, Natalia Altewai and Randa Saome manage to strike an unsurpassed balance between the forces of innovation, esthetic perfection and wearability.
Keeping their particular idea of “The strong woman” as a recurring source of inspiration, they create the clothes of the future today, and continue to surprise us with their eclectic mix of hand embroidery, avant-garde detailing and minimalistic, cutting-edge cuts.
This year’s Max Factor Award winner Altewai.Saome bring a vibrant kind of energy into the world of fashion and pave the way for new interpretations of fashion as an art form.
For more information regarding The Max Factor Award please contact: Marita Pettersson marita@patrikssonpr.com +46 709 20 22 69 or +46 8 528 01 965
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Max Factor is a principal sponsor of Mercedes-Benz Fashion Week in Stockholm for the tenth season in succession. Max Factor has a standing tradition of working together with the international Fashion Weeks, and the make-up team can, for instance, be seen backstage at Milan Fashion Week under the leadership of renowned make-up artist Pat McGrath. Max Factor is an important part of Mercedes-Benz Fashion Week in Stockholm, both as a sponsor of the entire event and by creating the make-up for several of the shows, as well as by the daily broadcasting of buzzing backstage reports through Max Factor TV
