Maxjenny

Designer name: Maxjenny Forslund

Origin: Sweden. Maxjenny now lives and works in Copenhagen.

Career highlight: “London Fashion Week last season where I got my big Japanese customers.”

Design signatures: “Folded fabrics, draping and reduction of seams, mixed with digital prints and blacks.”

How would you describe the MAXJENNY woman? “Anyone with an edge.”

Name three things that are inspiring you for spring/summer 2011: “Wings, drapes and squares.”

What is your brand philosophy? “I study the movement of the body’s architecture as well as the garment itself. This gives a collection in which every piece is demanding. I work with the method of direct draping into the fabric. It allows me to improvise and follow the fabric’s characteristics and measurements, using the whole width of fabric. This is a challenge in itself and gives fewer off-cuts.”

How do you see the brand moving forward and developing? “We will move into simple knitting and outdoor accessories. We aim to become very strong in what we are doing; we like the fact we are a niche brand.”

What's new for you this season? “The colour creamy grey.”