byMAGMALOU: SS15 collection preview

Thursday saw the preview of the byMAGMALOU SS15 collection at the luxury Oslo hotel The Thief.

byMAGMALOU was created in 2014, by Marthe Kveli Valberg, who after running the exclusive and popular second-hand shop MAGMALOU for three-and-a-half years felt it was right to take it to the next level. With designer Andrea Johannesen she started producing her own designs, “inspired by Scandinavian minimalism with a hint of international glamour.”
byMAGMALOU’s success has been immense, and in less than a year the clothing has been sold in over 40 shops around the world.
 // The new ‘Basics’ collection //
 // SS15 moodboard //
 // byMAGMALOU SS15 dresses collection //
 // It was all in the details //
At The Thief we were presented with finely sculptured skirts and tops; oriental inspired prints, kimonos and necklines; halter neck dresses with delicate cut-outs; and 60s inspired Twiggy dresses.
All in qualities such as from viscose, cotton and polyester. New this season is also the basics collection, which will feature basic pieces sure to appease the taste of stylish women. The flirty summer collection will hit stores in spring 2015, providing women with outfits to follow byMAGMALOU’s motto: “dress up – dress down”.
 // Designers Marthe Kveli Valberg and Andrea Johannesen //
Fun fact: The name MagMaLou itself is a portmanteau of the names of her husband, daughter and herself.
All photos: Daniel Bratterud