Swedish fashion: modern designs and classic shapes
Style, quality, and exceptional tailoring make a clothing line successful. However, on the High Street such things fall short, and you, the customer, are left with a wardrobe full of clothes that fail. Enter the London boutique LAGOM, an exclusive womenswear store in London's achingly cool South Bank. The name is Swedish for 'perfect fit', and it is the ethos of the brand. LAGOM is about quality, luxury pieces that are equally modern and timeless.
In terms of what sort of clothes they sell, think your normal attire polished to a high degree, and given a modern twist; this is LAGOM clothing. They release a select few pieces per year, keeping the details delicate, which allows LAGOM to offer customers the best of their retailers. Their selectivity adds a refreshing edge; they play with trends rather than follow them, and recognise what their customers like.
The dresses are feminine, but also playful. The' Virginia' dress is a particular favourite because of it's flattering 50's style shape and neutral tones. Some of the items are designed by Ms. Lane, and you feel like she knows your body; she seems aware of what you want to accentuate, and what you like to keep discreet.
Other pieces are by the famously outlandish designer Desigual. Ms. Lane has hand picked intricate, and exciting designs such as the 'Late Night Blues' coat that has been given the Desigual treatment; a heavy, velvet embroidered piece of outerwear that has bejwelled buttons, and flower applique. It is both practical and fun.
Considering LAGOM as a place as the place for the discerning style-aware woman, owner Ms. Lane discusses how she sees her customers - "My core customer is a savvy shopper, she knows what she wants and where to find it. She likes the exclusivity we at LAGOM are able to offer, the quality of the products and the unique quirky elements of the designs. On the other side, because of the versatility and timeless elegance that my designs are offering they can appeal to a really broad range of women who appreciate fashion for style, but who are not always able to seek out the exclusive."
And exclusive is exactly what LAGOM is. The 'Petra' skirt in honey, for example is beautiful. It is a nude pencil skirt with a gold trim and snakeskin insert, ideal for a date or even a glamorous daytime lookt.
LAGOM's 'Moscow' coat in red, which features a funnel neck and miliatary style double breasted detail, is a winner. As featured on glamour.com in the 'Top 100' coats for winter, you can't fail to impress. It is bright, well fitted, and the tapered waist tucks you in and gives a beautiful shape but also room to move. Definitely an investment statement piece that you'll wear all through winter.
LAGOM's jewellery selection is a real gem. From tassel necklaces, to a 'tree of life' necklace (a gold hollow pendant containing a pearl-like tree on a fine gold chain), and a statement choker-come-collar necklace like 'Ava', (a heavily bead and chained necklace that fasten's with a black sillk bow) these are fashion - forward pieces that welcome your magpie-nature.
Lagom's location also anchors it as a business that is firmly independent, and seeking success. In Ms. Lane's own words: "Southbank in London is an area where creativity meets energy.It is a hub full of independent businesses - from theatres and restaurants to galleries and designer boutiques. We feel at home here." They are surrounded by independent boutiques, and businesses that each have different concepts, and ideas behind their thoroughly modern companies. Lagom and Southbank are a match made in heaven, so have a slice of culture and let your wardrobe become transformed by LAGOM.
On a final note "A LAGOM woman will wear her fashion as only she can - she will make it her own." Irena Lane.